The U.S. Joint Industry Council, set up by the TV business to modernize and evaluate media measurement, has certified iSpot.tv as a company with data that can be used as currency in media-buying transactions.

iSpot’s certification is wider-ranging than the certifications received in April by Comscore and VideoAmp.

The JIC found that iSpot Data Connect produces data that can be used for transactions across all currency classifications it evaluated, including Personified Demos, Total Households and Audiences across both Average Commercial Minute and Exact Spot measurement.

iSpot, VideoAmp and Comscore are among the measurement companies that have been challenging Nielsen, which has long dominated the TV-ratings business.

The industry has complained about Nielsen’s cost and accuracy. The shift to streaming intensified demand for more granular measurement and the opportunity for alternatives to Nielsen and alternative currencies seemed to grow.

iSpot CEO Sean Muller said that his company held back during the JIC’s last round of certifications until its new methodology was in place.

For its new methodology, dubbed iSpot Data Connect, the company has created an identity spine by mapping out every household and every person in the United States for both streaming and linear viewing of ads and the results those ads produce.

“Everything that we do is now mapped to a household or to a person, either explicitly or using machine learning,” Muller said.

That’s very different from taking a data set, extrapolating to the universe and then building reach and frequency curve from that extrapolation. 

“You've got to have the whole universe first at a person and household level in order to create reach and frequency curves that will be consistent and accurate over time,” he said.

The new methodology means iSpot is uniquely positioned as the TV business shifts to streaming and marketers want to compare the reach and results of their video investments across linear, streaming, digital and social, whether they’ve been bought based on demos or on advanced audiences.

iSpot is also offering to provide the exact viewership of each commercial, as opposed to the average of all the spots within a show. That can be crucial for big-ticket sports advertisers, because iSpot has shown that advertisers can get short-changed when spots at the end of a lopsided game get significantly lower viewership than spots that run earlier, while the “average hour” ratings — and price tags — are the same.

“All of these marketers are under pressure to prove that these massive Investments in video are delivering business results,” Muller said. “It's just such a swirl. So for us for us, the North Star is is helping them make sense of the swirls and make better decisions by bringing it all together.”

Seeking Currency for Streaming

The definition of currency is changing as the video industry moves to streaming, Muller said.

Before the upfront market, there was a lot of clamor for using currencies other than Nielsen, which is developing its own new metrics based on big data in addition to its panel of Nielsen families.

“Our experience was the agencies were still buying traditional linear the way they always have and perhaps that will continue for traditional linear,” Muller said. “The deals that are being made in the streaming world are completely different. They're not using Nielsen. 

“Most of those deals are made today on publisher logs, but verified by a third party,” he continued.  “So as more sports and other programming transition to streaming, I think that’s when you’re going to see a lot of the legacy currency just completely change. It’s more about the verification and the outcomes than it is about the actual counting of the impressions because in streaming counting of the impression is a little bit more straightforward, but you still need verification.”

With iSpot’s news methodology, an advertiser can compare its buys on NBC and TikTok to see how much of their audiences are duplicated and how much of each publisher’s impressions are incremental.

“Now imagine being able to do that against any set of publisher sets, whether it's linear streaming or digital social,“ Muller said. “That’s the power of all this.” 

iSpot’s certification follows completion of the JIC’s data-evaluation phase, in which JIC members conducted more than 270 tests to ensure the data produced met the baseline requirements around transparency, completeness, methodology checks and data stability. Certification was then awarded following a majority vote by the Full Committee. 

“If we are to meet the needs of advertisers who are racing to keep pace with today’s streaming-first viewer, we must continue to innovate, build and deliver more modern and accurate measurement solutions,“ said Travis Scoles, executive VP of advanced advertising at Paramount Global and chair of the U.S. Joint Industry Committee’s board of directors. “The results from the JIC’s data evaluation show that iSpot is helping drive the industry forward as it has reached the baseline level of transactional readiness as a currency.

“We applaud iSpot, as well as all of our measurement partners, for their commitment and tireless effort building for the future,” Scoles said.

iSpot said its data spine is interoperable with all of the industry’s major identification systems, including Experian, Epsilon, LiveRamp, Roku and Disney.

A Pricey, Tough Problem

“This stuff is not easy,“ Muller said. “It takes a lot of money. To be able to run a query against every household in person in the U.S., and do that in real time and do that quickly, is a massive problem. This is why most companies don't do that. It's too much data for them.” 

iSpot received a $325 million investment from Goldman Sachs in 2022. Last year, iSpot acquired measurement company 605, which Muller said brought with its audience data from Charter Communications and expertise in handling advanced audiences.

Muller said that the JIC certification is another step in gaining trust as the industry transitions from linear to digital.

“We've already built a lot of trust with advertisers and and publishers,” he said.

The Media Rating Council has already accredited iSpot’s ad catalog and airings data. iSpot is now in the process of getting the MRC to accredit iSpot Data Connect, Muller said.

iSpot.tv, one of the measurement companies wrestling with Nielsen, now says it’s dancing with TikTok.

An integration with the short-form social video giant will enable brands to see how the reach of campaigns on TikTok compares with linear TV in the U.S., using iSpot’s Unified Measurement Platform, the companies said.

The deal could make it easier for TikTok to compete for TV and connected TV ad budgets, with brands better able to use familiar third-party metrics to evaluate the popular platform. 

Also Read: LinkedIn Names iSpot to Measure New CTV Offering

“In the dynamic video landscape, brands need to extend their reach beyond traditional channels,“ TikTok global head of marketing science Jose Ruiz said. “TikTok’s commitment to providing diverse measurement tools enables advertisers to understand and leverage cross-media engagement, driving meaningful results.“

With the integration, iSpot users will be able to gauge TikTok campaign performance, determine the brand-level reach and value of TikTok and optimize media plans and buys across CTV and linear.

iSpot also verifies impression delivery via TikTok for advertisers.

Before making its announcement, iSpot analyzed 21 campaigns and found that on average 58% of TikTok impressions reach an audience of viewers who were not exposed to the TV portion of the campaign.

“Marketers and brands that aren’t considering TikTok as integral to their cross-platform marketing campaigns are clearly missing out on an opportunity to extend their reach and drive results,” iSpot.tv executive VP, media partnerships Stu Schwartzapfel said. “We’re thrilled TikTok leaned into our leading Unified Measurement to uncover, understand and ultimately capitalize on consumers who are not reached by linear TV.”

Streaming media company Future Today said it is working with iSpot.tv to measure and optimize the streaming advertising campaigns it sells.

iSpot is one of the measurement companies challenge Nielsen, the leader in the TV measurement business. 

iSpot’s Streaming Measurement systems focuses on measuring the incremental reach of streaming beyond linear, helping advertisers fine tune the delivery of their campaigns.

It will also enable Future Today to demonstrate audience reach with third-party data.

iSpot also works with streamers ranging from Amazon and YouTube to Roku and Moonbug Entertainment, as well as The Trade Desk

“With more content being consumed on streaming platforms, we knew we were bringing in a new audience that had never experienced cable or linear television, and it was crucial for us to partner with an innovator like iSpot.tv, to help advertisers reach, measure and engage with audiences at scale in these environments,” said Vikrant Mathur, co-founder of Future Today

“Through our integration with iSpot.tv, we are able to unlock valuable viewership insights including co-viewership and incremental reach to measure and optimize campaign performance across our flagship and hundreds of partner apps for brands to feel confident in knowing the campaigns are successful,” added Jennifer D'Alessandro, head of ad sales and marketing at Future Today. 

Early data from iSpot indicates that ads on Future Today’s apps achieve substantial incremental reach above linear TV.

Smaller brands had 89% incremental reach and impressions and medium-sized brands showed a 67% incremental reach and 67% more incremental impressions.

The results spanned today, auto, travel and quick-service restaurant brands.

“With iSpot’s Streaming Measurement, advertisers can tweak creative, reallocate budgets and re-strategize mid-flight based on real performance data. This agility lets brands maximize the impact of every ad dollar and capitalize on the clear opportunity that exists within the streaming environment,” said Dan Lowenberg, VP of media partnerships at iSpot.

Total TV ad impressions on streaming and linear TV dipped 3.73% to 4.23 trillion in the first half of 2024, according to a new report from iSpot.tv.

Primetime on ABC, CBS, NBC and Fox accounted for 261.9 billion ad impressions and generated $3.97 billion of the $22.2 billion in ad spending across linear TV.

Linear primetime impressions were up 2.62% from a year ago when original programming was curtailed by the strike by the writers and actors unions, and now account for 26% of all national linear TV ad impressions, iSpot said.

Other than weekend afternoons, all of the other dayparts for linear TV had lower impressions with daytime down 3.75%, early fringe off 1.36% and early morning dropping 6.48%.

Sports scored big on linear TV. NBA basketball was the top program by reach during the first half, accounting for 2.06% of ad impressions. Ads on NBA programming also generated ad attention tha twas 12% above the norm.

The Caitlin Clark effect doubled the number of TV ad impressions for the NCAA Women’s Basketball Tournament (even though fewer games were played) and a seven-game Stanley Cup Final fueled a 48% increase in ad impressions for the NHL.

The top network in terms of share of TV ad impressions was CBS, with 8.03%

CBS was followed by ABC, NBC, Fox News, ESPN, Ion, HGTV, Univision, MSNBC and Hallmark Channel.

Telemundo’s ad impressions were up 13%. Other big gainers included  MSNBC, up 2.4%, and Hallmark Channel, up 2%.

Following the NBA on the list of top programs were men’s college basketball, the NFL, Law & Order: Special Victims Unit, NCIS, Good Morning America, Friends, The Price Is Right, The Big Bang Theory and SportsCenter.

The top advertisers by impressions were Progressive, Domino’s, Burger King, Verizon Communications, Liberty Mutual, Consumer Cellular, Wendy’s, Subway, TurboTax and Allstate.

Nielsen competitor iSpot.TV has been named as the preferred measurement provider by MobileFuse, a connected TV and digital out of home advertising platform.

iSpot’s Unified Measurement platform will enable  MobileFuse clients to accurately measure the effectiveness of CTV and online video campaigns at scale, the companies said.

“Over the last year, we focused on expanding our CTV offerings and reporting capabilities. We’re committed to providing critical tools that deliver our clients and partners a competitive edge,” said Ken Harlan, founder and CEO of MobileFuse. “After vetting multiple linear and CTV measurement partners, we found that iSpot.tv perfectly aligns with our expectations. The platform ensures our clients have access to unified insights that drive results.”

Working with iSpot, MobileFuse can account for additional CTV audiences that brands can't access when running a linear-only strategy. With access to iSpot's Unified Measurement dashboard, MobileFuse expands its optimization and reporting capabilities to include publisher, audience, and frequency adjustments. 

In May, MobileFuse aired campaigns for advertisers in a number of categories, including Retail, QSR, Travel and Pharma. An analysis performed by iSpot found that over 67% of MobileFuse’s reach for a medium-sized brand was incremental to linear. That number rose to 85% for a smaller brand. 

MobileFuse frequently exceeds iSpot’s Unified Measurement benchmarks for the Percent Incremental Reach metric, which shows the share of MobileFuse’s total reach that is delivered above and beyond linear and speaks to the uniqueness of MobileFuse’s audience.

“Accurately measuring the value of CTV advertising is crucial as audiences have migrated from linear TV to streaming,” said Dan Lowenberg, VP, media partnerships at iSpot. “We’re excited to work with MobileFuse in order to help them showcase their evolving solutions and provide their clients the tools they need to win in this ultra competitive environment.”

iSpot.TV said it will provide measurement to support LinkedIn CTV, a new offering designed to target business-to-business customers on connected television.

As part of the LinkedIn Market Parner program, iSpot will be able to help advertisers measure B2B advanced audience segments and households not reached via linear TV.

“Using iSpot’s Unified Measurement, LinkedIn customers are now able to measure the reach of their CTV campaigns to the audiences that matter most,” said Stuart Schwartzapfel, executive VP, media partnerships at iSpot.

Also Read: iSpot.tv Unveils New Streaming Metrics for CTV

LinkedIn uses CTV inventory from a variety of platforms to help customers reach and engage B2B decision makers among its community of more than 1 billion professionals. 

Marketers can harness LinkedIn’s first-party data to help reach their target audience and iSpot’s measurement will give them the ability to understand ad performance in achieving business objectives.

"As the advertising industry faces increased pressure to drive results, building solutions that measure the effectiveness in reaching B2B audiences is critical," said Logan Kingman, director of business development for LinkedIn. "Through our collaboration with iSpot, we’re helping our customers better measure the accuracy and reach of their CTV campaigns against target audiences."

iSpot was named a preferred third-party measurement partner for Roku, providing metrics for campaigns including unique reach, frequency, verified ad exposures and outcomes.

iSpot will also be integrating Roku’s Advertising Watermark to validate the authenticity of ad inventory originating on the Roku platform. 

As part of the deal, iSpot will  gain access to Roku’s exclusive, authenticated audience information, which will buttress iSpot Data Connect, a next-generation audience measurement infrastructure for currency and outcome measurement.

The announcement was expected to be part of Roku's NewFront presentation Tuesday.

“CTV advertising has undoubtedly made a huge leap forward with this partnership between Roku and iSpot, two of the leaders in the industry,” GroupM executive director of investment innovation Mike Fisher said. 

“Roku’s vast audience combined with the measurement capabilities of iSpot will allow our brand partners to optimize their advertising with confidence in our accuracy,” Fisher said.

Roku has been basing guarantees for streaming ads on Nielsen since 2015. In 2016, Roku bought addressable ad insertion technology from Nielsen. As part of tie deal, Roku was able to integrate Nielsen data in to the Roku OneView ad buying platform.

Roku data has also been a factor in Nielsen’s Total Ad Ratings cross-platform measurement product. Data from Roku also are included in Nielsen’s big-data national ratings service.

“This is a game-changer for the industry — not just for iSpot or Roku, but for the entire advertising ecosystem looking to harness the scale and power of the leading TV streaming platform and capitalize on the most robust streaming measurement,” iSpot founder and CEO Sean Muller said. “It’s also critical marketers have the most reliable and actionable audience measurement to base decisions on as they shift budgets from traditional TV to streaming.”

With audiences from Roku eventually applied across all of iSpot’s  measurement products, the broader streaming TV marketplace — including agencies, brands and media sellers — will benefit from precise, streaming-centric measurement to capitalize on the opportunity that exists for CTV, the companies said.

“Roku wants to use its unique assets built on the foundation of its massive streaming footprint of 81 million-plus streaming households to further the measurement across all streaming channels and linear TV to help solve for the problem of fragmentation in the industry,” Louqman Parampath, VP of Product management at Roku said. “Together with iSpot, we believe improving measurement for the entire ecosystem will help drive better results for advertisers, but also drive more yield for publishers.”

While so much of the TV advertising business has faced unprecedented change as technology enables more consumer choice and a variety of new ways to spend their money, this year’s upfront might not look very different from last year’s, a new survey by iSpot.tv found.

And despite the gloom and doom about linear television, advertisers still aren’t ready to shift a lot of ad dollars to streaming.

The iSpot survey found that 27% of advertisers plan to spend either a bit more or much more during this year’s upfront, compared to last year. 

The advertisers who expected to spend much more were down a bit to 3% from 5%, while 54% said spending would be about the same, little changed from 53%.

Surprisingly, advertisers said they wouldn’t be pouring money into streaming. The share of clients spending more than 20% of their budgets on streaming was steady at 30%. There was a big drop in the share of advertisers spending 5% to 10% of their budgets on streaming, to 12% from 16%. 

Meanwhile the number of marketers spending from 11% to 15% of their budgets on streaming rose to 25% from 20%. 

Hulu is the biggest winner among the streamers, with 75% of the advertisers responding saying they’re buying the Disney-controlled platform. Peacock attracted dollars from 51% of advertisers; followed by Paramount Plus and YouTube TV, with 47% each; and Roku, with 41%.

What are advertisers finding difficult? Fragmentation was the biggest headache, followed by cross-platform reach and frequency management and allocation across publishers.

With that in mind, 58% of advertisers said they don’t receive data on linear and streaming overlap from their streaming vendors.  

The iSpot report found that 87% of advertisers that spend more than $250 million were interested in new currencies.

The potential benefits from new currencies including eliminating inefficient ad spend, the ability to reach audiences with precision over screens. 

New currencies also help avoid brand harm while making faster decisions, 

iSpot said it surveyed more than 260 marketers from 177 brands, advertisers and agencies about their plans for the upfront. The survey was distributed over one month from February 20 to March 12.

Candle Media’s Moonbug Entertainment said it has made a deal with iSpot.TV, which will provide cross-platform TV measurement of Moonbug’s connected TV apps.

iSpot will quantify the ad impressions delivered by Moonbug to households that traditional linear TV misses. 

According to a study by Attest Market Research, 71% of Moonbug households are cord-cutters or cord-nevers.

Moonbug, which boasts brands like CoComelon and Blippi, said the intelligence will be delivered without compromising data security for children. iSpot will be gathering data on a household level, without collecting  personally identifiable information of household members.

“We are thrilled to partner with iSpot, an industry leading measurement solution who understands our need to protect the privacy of minors, while being able to validate the scale and value of our CTV audience.” said Emma Witkowski, head of brand strategy & client success for Moonbug. “Being able to demonstrate the value for advertisers who would like to reach this new audience segment of digital streaming families.”

A pilot program testing iSpot data with advertisers in the consumer packaged goods, gaming, travel and retail categories found that in just one week, advertisers saw up to 87% of Moonbug’s impressions to be incremental to their linear buys, illustrating how family audiences have shifted to streaming platforms.

“We’re excited to work with Moonbug to help them measure and showcase to the market their reach beyond linear TV,” said Stuart Schwartzapfel executive VP, media partnerships at iSpot. “iSpot’s unique measuring methods will help brands understand the real value of Moonbug’s family entertainment channels in order to determine the best strategies to reach the growing number of households who enjoy these channels.”

Lindsey Woodland, group VP of client data service at 605 and iSpot.tv, majored in math because she likes solving puzzles. “I still do math today,” said Woodland, who has a Ph.D. in mathematics from the University of Missouri-Columbia.

Woodland thought she would be a teacher or professor. “After grad school, I realized that you can teach at any job,” she said. “When you lead a department or a team, you’re teaching them as you go, so it’s applicable in most careers.”

Woodland used math to come up with a solution to one of the television industry’s toughest questions: How well is my advertising working?

She started to address that question after one of her professors suggested she go to work for Prognos, which specialized in projecting sales for consumer packaged goods based on pricing and promotion. Prognos was acquired by Antuit.ai, a big data solutions business.

Woodland moved to 605, Kristin Dolan’s analytics company, in 2017 and got more involved in analyzing television and advertising. 

“I felt like at my old company, we solved a lot of the math problems we were working on,” she recalled. 605 was a startup company that was planning to grow and offered more opportunities for creativity and personal career growth.

Woodland dug into the attribution issue. She found a lot of the solutions available at the time weren’t very sophisticated and did the math that proved to be the basis for 605’s attribution product, called 605 Impact. 

Woodland said she used modeling and machine learning to calculate how clients’  advertising was performing and provide that information quickly enough for clients to adjust campaigns. She also created visualizations, making the data easier to picture.

“She’s really been the leading light when it comes to product innovation,” Tom Keaveney, president of 605, said. “The most noteworthy thing she’s done is when we talk about how ad dollars work.”

The 605 Impact product is one reason why iSpot.tv decided to buy 605 last year.

Figuring out the impact ad dollars have on various aspects of consumer behavior can be complex, and if clients don’t buy in the best data goes to naught.

But Woodland can do something many other data scientists can’t. “What makes her particularly special is the people skills that she has, and in particular that ability to make complex topics understood at any level,” Keaveney said. “And no academic qualification is going to give you that. That’s something you either have or you don’t have.”

605 sends her to speak at conferences and to explain to clients what the research says, the methodology involved and which strategies and options they should pursue.

Juan Solana, global director, measurement, advanced analytics and performance-driven marketing at General Motors, first worked with Woodland when he was with Walmart. When he moved to GM, 605 and Woodland “was one of the first vendors I brought on board in order to understand better the impact of TV on foot traffic,” he said. “She’s a very good translator between business and data science.”

Keaveney said Woodland’s people skills are valuable inside the company as well. “She nurtures her team,” he said. “They all adore her. She builds incredible loyalty, but also she’s very much focused on advancing them. I’ve seen her organization and I see a whole bunch of mini Lindseys coming through.”

Woodland also develops herself, asking to understand the company’s profit and loss statement and its strategy going forward. “This is somebody who can achieve a huge amount,” Keaveney said. 

A Positive Presence

On top of that, “she’s just a good person to have around,” he added. “When she walks into the office, she just lifts everyone’s spirit. She always has a smile on her face.”

Since becoming part of iSpot, Woodland has become the 605er with the most visibility across the organization, according to Keaveney. “A lot of that is because she really felt we could do better together.”

“We now have access to our combined companies’ data, which is pretty great,” Woodland said.

Woodland has been playing golf with her family since she was a kid and was on the varsity team at her Division III school. Her people skills may not include the rule that you don’t beat clients on the links.

“I’ve heard that, but it’s hard,” she said. “Do you really want to let them win? I don’t know.”

The Super Bowl drew 126.642 million viewers on television, up 10.9% from last year, according to measurement company iSpot.tv.

A tight game and a legion of Taylor Swift fans helped swell the total.

iSpot’s preliminary total includes viewers on linear, out-of-home and streaming. Nielsen's estimate of TV viewing has not been released yet. Last year, Nielsen pegged the big-game audience at 115.1 million, which was below iSpot's 118.2 million count.

The average second-by-second households audience on linear and streaming, across CBS, Univision, Nickelodeon and Paramount Plus was 50.5 million households.

CBS drew an average second audience  of 121.9 million. CBS accounted for 36% of all TV ad impressions on Sunday, per iSpot.

Nickelodeon’s audience was 1.75 million people, Univision had 2.9 million people. iSpot estimates that 25.9 million people watched out-of-home.

Viewership peaked at 8.38 p.m., just before the halftime show starring Usher.

The CBS telecast featured 81 spots from 65 advertisers, up from 59 spots and 51 advertisers a year ago.

The most seen commercial on CBS was Etsy’s France spot, which aired at 8:23 p.m. ET.

Household TV ad impressions rose 1.8% to 8.5 trillion, but spending on national linear TV fell 4.7% to $43.71 billion, according to iSpot.TV.

In its TV Transparency Report for 2023, iSpot said the increase in impressions was the result of more streaming commercials and linear networks adding more commercials per hour.

After years of trying to address advertiser complaints about clutter by reducing ad loads, the Big Four broadcast networks aired 2.9% more minutes of ads during primetime in 2023, iSpot said.

With ratings eroding NBC’s commercial load was up 4.71%, Fox’s was up 4.45%, CBS  raised its ad load 1.74% and ABC increased it by 1.09%.

Most subscription streaming services are promising to air five minutes of commercials or less per hour on the ad-supported tiers.

CBS had the biggest share of ad impressions — 7.24% — among linear networks. 

ABC was No. 2, followed by NBC, Fox News, Ion, ESPN, Fox, HGTV, Hallmark Channel and Univision.

Ad impressions for Spanish-language networks jumped in 2023, with Univision up 21%, Telemundo up 18.5% and UniMas gaining 23.1%. Telemundo’s gain came despite decreasing ad minutes by 2%.

The number of advertisers on Spanish-language TV grew by 27%.

In terms of programming, the NFL had the largest share of impressions, followed by college football, Law & Order: Special Victims Unit, the NBA, Good Morning America, NCIS, college basketball, Today and SportsCenter.

NFL impressions grew 7.9% and college football impressions hiked 20.3%.

iSpot noted that HGTV’s House Hunters increased ad impressions by 154% as more new and old episodes aired.

The brands with the most impressions were Progressive, Domino’s, Liberty Mutual, Verizon and Burger King.

“While national linear TV was once the only story of TV, it’s now part of a much larger puzzle, along with streaming and local,” the iSpot report said.

“In 2023, iSpot found that more than 35.2K brands appeared on TV, with many not appearing on linear at all. Increasing fragmentation of audiences has fragmented advertisers as well, and necessitated a more unified approach to remove blindspots from all aspects of TV measurement,” the measurement company said.

Looking to bring order to the Wild West of streaming TV for advertisers, measurement company iSpot.tv said it is rolling out a new set of dedicated streaming metrics.

The metrics focus on commercials streaming on connected TVs. In addition to telling advertisers not only whether their commercials ran where they were expected to and their deduplicated reach, they provide syndicated competitive information about how competitors are spending their streaming ad dollars.

iSpot’s previous Unified Measurement metrics included streaming, but treated them as an add-on to advertisers linear spending.

“Streaming is growing so quickly that it’s no longer just incremental to linear,“ iSpot.tv CEO Sean Muller told Broadcasting+Cable. ”It’s its own massive channel that’s very hard for advertisers to measure. 

“We’ve been working diligently through the metrics that matter in a streaming first world because we think in the future, it’s all going to be streaming-led,” Muller said.

iSpot streaming metrics include the percentage of impressions that hit the intended audience target, deduplicated audience identification, co-viewing and on-screen verification that ads were delivered to TVs.  

“What we’ve got here is metrics that could be traded on,“ Muller said. “These are all things that you could structure a deal around.

“Our goal right now is to get the industry to understand the measurement side of streaming and really have metrics that they can trust and apply evenly across all publishers,” he continued. “The same metrics are available for linear as well and we believe this will form the foundation for future currencies in a cross-platform streaming world.”

Several iSpot clients beta-tested the new metrics, which are now live and in wide release.

Muller said that the tide is turning and that while streaming ad impressions were once incremental to broadcast, many advertisers are now taking a streaming-first approach, which pushed iSpot to create specific metrics for streaming.

“It’s what the market is demanding,” he said. 

iSpot collects its streaming data from several sources, including ACR data from smart TV screens, an exclusive deal for panel data with TVision, direct integrations with 400 streaming publishers and an arrangement with The Trade Desk on all of the impressions it executes.

“We are sitting on a ton of streaming data,” Muller said.

The first releases will break out streaming by platform and publisher.

iSpot plans to release more data and market trends about streaming throughout 2024, he said.

Measurement company iSpot said it hired Disney and ESPN veteran David Coletti as VP of sports research and insights.

Coletti will work with iSpot's clients  to provide measurement and insights for live sports events across linear, streaming and out-of-home media. iSpot clients include brands, networks and sports franchises.

“Dave has incredible knowledge  about the dynamic intersection of TV and sports and the respect of so many in the industry,” said Sean Muller, CEO and founder of iSpot. “He will be an invaluable resource for helping brands, networks and franchises understand the audience viewership across various platforms and demonstrate the brand and business impact of sports advertising investments.”

Also Read: Nielsen Rival iSpot Acquires 605 To Expand Measurement Capabilities

At Disney, Coletti was VP of research and insights and launched the company’s Media Distribution Insights group.  The group helped Disney’s negotiations with distributors with multichannel video programming distributors (MVPDs) and streaming services.

Earlier, at ESPN, Coletti helped efforts to include streaming audiences into its overall viewing levels and help build ESPN Plus’ consumer research unit.

“Understanding sports viewing behavior comprehensively — and being able to capitalize on that highly sought-after audience — is crucial for marketers looking to not only meet these consumers where they are, but also to drive optimal business outcomes,” said Coletti. “I couldn’t be more excited to be at iSpot, which is at the forefront of media measurement and is revolutionizing an entire industry.”

iSpot acquired Tunity in 2022 to help it measure out-of-home viewing.

With writers and actors on strike, TV ad impressions rose 1.4% in the third quarter, while ad spending dropped by about 6%, according to new data from measurement and analytics company iSpot.tv.

In its Q3 TV Transparency Report, iSpot estimates that there was $8.1 billion spent on 2.15 trillion TV ad impressions. The number of impressions was the highest since the fourth quarter of 2022, when there were 2.22 trillion impressions.

“Despite the absence of high-cost tentpole events, ads continued to reach and resonate with viewers tuning into favorites like Friends, NCIS and Everybody Loves Raymond,” iSpot said in its Q3 TV Transparency Report.

Among traditional TV networks, CBS had the highest share of impressions with 6.41%. ABC was second with 6.32%, followed by NBC with 5.12%, Fox News with 3.84%, Ion with 2.92%, HGTV 2.5%, Univision 2.45%, CNN 2.34%, Hallmark 2.29% and MSNBC with 2.25%

College football had the largest share of TV ad impressions with 2.09% edging out NFL football with 2.05%.

Streaming services were big advertisers on NFL and college football games. NFL games delivered 9% of all Q3 ad impressions for streaming services, followed by college football with 3.2%. Most of the streaming services that bought football are owned by media companies that have rights to televise NFL games.

 Other shows with big shares of impressions were Law & Order: SVU, Good Morning America, NCIS, Friends, Today, ABC World News Tonight With David Muir, The Price is Right and House Hunters.

With the strikes eliminating first-run scripted shows, big TV advertisers had to get their impressions in less obvious places, iSpot said. Domino’s relied on crime procedurals and Friends reruns. For Liberty Mutual, 21% of impressions came on cable news networks and Downy got 24% of its impressions during daytime programming.

Progressive was the biggest advertiser in terms of impression share of voice in the quarter, edging out Domino's. 

Other top advertisers in the quarter were Liberty Mutual, Downy, Subway, Burger King, Verizon, GOLO, Wendy’s and Chevrolet.

Different advertiser categories approached the unique Q3 TV environment with different media choices. Retailers turned to morning shows and drama reruns, consumer packaged-goods brands bumped up spending on daytime soap operas, pharmaceutical companies made headlines in news programming, while beer brands bellied up to women’s sports including the WNBA and the FIFA Women’s World Cup.

The most likable ad from Q3 was Dog Tested: Everybody In for Subaru. It also registered an above-normal score for brand recognition, but was slightly below norm for positive purchase intent.

Paramount Global and iSpot.tv said they reached an agreement under which the content company will use ispot.tv data as currency in advertising transactions across its U.S. media and streaming properties.

iSpot is one of the companies trying to challenge Nielsen’s dominance in TV measurement with metrics based on big data from smart TVs and set-top boxes. 

Paramount previously announced currency deals with two other Nielsen rivals, Comscore and VideoAmp.

Paramount said it is looking to collaborate with companies bringing new and more sophisticated approaches to measurement to support of a multicurrency future.

“Paramount has taken the lead in accelerating new measurement and currency enablement because the future of our industry depends on it,” John Halley, president of Paramount Advertising, said. “We are committed to supporting all new currency providers certified by the U.S. Joint Industry Committee [JIC], and we look forward to bringing greater transparency and flexibility to the way TV is transacted and measured. Our partnership with iSpot helps facilitate that goal.”

Paramount said iSpot’s data is being integrated into Paramount’s proprietary and licensed ad management systems to enable fast and seamless transactions.

“At the heart of new currency initiatives are ad buyers making more sophisticated investment decisions based on faster and more accurate cross-platform measurement,” said Sean Muller, iSpot founder and CEO. “To its credit, Paramount has long been among the leaders of the marketplace with its investment in infrastructure, its willingness to transact on advanced audiences, and its embrace of new forms of measurement that better quantify the effectiveness of advertising.”

Last month, ISpot’s ad reporting system earned accreditation from the Media Rating Council.

Along with Comscore and VideoAmp, iSpot earned conditional certification as ad currency by the JIC, which was formed by media companies to improve and standardise audience measurement.

iSpot also acquired 605, another big-data based measurement company.

While most of the linear television world is losing viewers, Spanish-language TV audiences continue to grow.

According to a new report from iSpot.tv, Spanish-language household TV ad impressions rose more than 27% to 181.1 billion in the first half of 2023, compared to a year ago.

Impressions were up 33.3% to 9.61 billion in the second quarter alone.

In the third quarter through August 31, Spanish-language households racked up 66.7 billion impressions. In Q3 2022, there were 79.4 billion impressions in Spanish-language households.

Spanish-language leader Univision grew its impressions by 31% in 2023 through August 31. Morning show ¡Despierta América! accounted for 12% of the network’s impressions.

Univision’s daytime TV ad impressions rose 21.4% year to date through August 31.

Telemundo’s impressions were up 29%.

Univision had a 47.1% share of impressions in Spanish-language homes in the first half, followed by Telemundo with 26.16%, Unimax with 14%, Galavision with 2.62% and TUDN with 2.61%. Others registered a 7.52% share.

A year ago, Univision had a 47.1% share, Telemundo had 26.2%, UniMás had 13.9%, TUDN and Galavisión each had a 2.6% share.

Burger King was the biggest advertiser in Spanish-language television, with a 1.4% share of impressions, according to iSpot. Burger King’s impressions were up 279% from a year ago.

Sonic was No. 2, part of a 43% increase in impressions among quick-serve restaurant chains. QSRs accounted for 9.16% of Spanish-language TV impressions.

Sonic’s impressions were up 94%, Wendy’s were up 42% and McDonald’s rose 24%.

The beer industry registered a 47% increase in Spanish-language impressions.

Mexican brew Modelo increased its impressions 146% from a year ago.and Spanish-language commercials accounted for 29% of Modelo’s TV impressions. For Michelob Ultra, Spanish-language TV accounted for 31.8% of TV ad impressions.

After Burger King and Sonic, the top Spanish-language advertisers were Walmart, Verizon, Modelo, Wendy’s, Target, Domino’s, Walgreens and McDonald’s.

The Media Rating Council has granted accreditation to iSpot.tv’s system for national television ad-occurrence reporting.

In order to measure advertising impressions and impact, iSpot built a system to identify and categorize the commercials that appear on the 178 linear and broadcast networks it tracks.

That system, introduced in 2012, is the backbone for iSpot, one of the companies challenging Nielsen’s dominance in TV measurement by using big data from smart TVs and set-top boxes to generate more accurate and granular data. 

The MRC accreditation adds gravitas to iSpot’s operation. iSpot is pursuing MRC accreditation for other parts of its TV audience measurement business.

Also Read: Nielsen Rival iSpot Acquires 605 To Expand Measurement Capabilities

Nielsen’s panel-based ratings system regained its MRC accreditation after losing it when it undercounted viewers during the pandemic. Nielsen’s new big-data-based measurement system has not yet been accredited by the MRC.

“Congratulations to iSpot for successfully completing its initial foray into the MRC’s accreditation process, which will help to drive additional value to its customers,” MRC executive director and CEO George W. Ivie said. “iSpot’s newly accredited ad occurrence reporting helps to serve a crucial market need, and users can now have assurance that it meets the high bar necessary to achieve MRC accreditation.”

Last week, iSpot was granted conditional certification as ad currency by the Joint Industry Committee formed by major media companies to improve and standardize measurement as the industry transitions from traditional TV to streaming.

“We sought accreditation of our national ad occurrence data based on our TV ad cataloging system because we know it to be the most robust, fastest and best solution of its kind for the marketplace, but also because it’s the unshakable foundation for so many products the industry is using to make transaction decisions,” iSpot founder and CEO Sean Muller said.

The accreditation provides more assurances for advertising buyers and sellers in reconciling brand guidelines attached to ad investment — including verification of pod placement, competitive juxtaposition and daypart, program and frequency commitments.

“iSpot is proud to achieve this milestone, as it signifies not just a historic accomplishment for our company, but one that the entire industry can benefit from,“ Muller said. ”Having trusted, transparent and independently verified measurement starts with being able to deliver data — reliably, quickly and at scale — to drive value to the entire media ecosystem as it shifts from program-based measurement to an ad-centric model.” 

Nielsen challengers Comscore, iSpot and VideoAmp were granted conditional certification as currency for buying and selling advertising by the U.S. Joint Industry Committee (JIC) set up by media companies to set modern standards for audience measurement in a multiplatform environment.

The conditional certification means the three companies were judged to be transactable in the first part of the JIC’s analysis.

The certification might give the executives who oversee measurement decisions another reason to hire one of Nielsen’s rivals,  setting up a future in which buyers and sellers can choose from multiple ad currencies when transacting.

Nielsen was invited but declined to participate in the JIC’s certification process, which is being managed by OpenAP, the advanced advertising company owned by several major media companies. including NBCUniversal and Paramount Global.

Also Read: Nielsen Names Measurement Head Karthik Rao as New CEO

Some media companies, including NBCU, Paramount and Warner Bros. Discovery, are already using alternate currency providers for some deals.

Nielsen and its competitors are increasingly using big data from set-top boxes and smart TV sets to measure viewing. The methodologies for using big data–including Nielsen’s–have not been accredited by the Media Rating Council, which provides the seal of approval to TV measurement systems.

Also Read: Nielsen Tackled, Won’t Use Amazon Data In ‘Thursday Night Football’ Ratings, but It’s Only First Down

“We support the JIC because it will bring increased transparency, innovation and competition in the currency marketplace — it’s part of our investment in audience and outcome measurement as well as the development of the cross-platform currency of the future that includes all streaming platforms and services,” iSpot CEO Sean Muller said.

‘We are pleased to be granted conditional certification for Cross-platform Currency by the U.S. JIC,“ Comscore said in a statement. “This is affirmation of our methodology and big data approach, which already serves as currency for a multitude of local and national clients, including JIC members. 

“As the only provider under consideration by the US JIC who is also currently undergoing MRC accreditation for audience measurement, Comscore looks forward to continuing along in the certification process,” Comscore added. “We congratulate the members of the U.S. JIC for their efforts towards transparency and the establishment of measurement standards. With today’s announcement, we invite brands and agencies to come test, learn and discover Comscore’s cross-platform capabilities.”

The JIC expects to award full certification in early 2024. To achieve full certification, companies have to pass a data evaluation. With full certification, measurement companies will have access to the JIC Streaming Data Service that will launch next year made up of first-party data from the media companies.

Also Read: Joint Industry Committee Reveals How It Will Grade Measurement Companies Seeking Certification

Another company in the measurement business, Innovid, said it was not pursuing a currency strategy and wasn’t expecting to be among those certified.

“Our platform, InnovidXP, is used today by brands and agencies to gauge converged TV performance against unique business goals, and by publishers to prove the value of their investments and inventory,” Dave Helmreich, chief commercial officer at Innovid, said. “We currently enable brands like GM, Verizon, and P&G and platforms like Disney, Comcast, NBCU, Roku, Tegna and Tubi to deliver better TV advertising experiences that consumers love.

“We are currently in CEO-level conversations with OpenAP/JIC about a possible non-currency related partnership and will share more when the time is right,” he added.

The JIC was set up in January with NBCU, Paramount, Fox Corp., WBD and TelevisaUnivision on board.

Media buying agencies were later invited to serve on the JIC’s committees, including the ones defining standards and voting on certifications.

Other traditional media companies later joined, as well as Roku. Key companies that are not part of the JIC include The Walt Disney Co., YouTube, Netflix and Amazon.

The JIC’s initial charter was to create a certification process for new currencies and  a streaming viewership dataset through OpenAP.

“We applaud the efforts of all companies who leaned in with the JIC’s currency certification efforts and participated in the RFI stage,” the JIC said in a statement.

“Throughout the process thus far, it is clear that — while there is still work to be done — we are moving closer to having more currencies that are commercially ready for scalable transactions across both buyers and sellers,“ the JIC said. “We look forward to continuing to work with the companies in both the next stage of the currency data-evaluation process, as well as with those who will be partnering on measurement certification next year, as we thoughtfully and collaboratively work toward ushering the industry toward a modern measurement and currency ecosystem.” 

Measurement and analytics company iSpot.TV has acquired 605, the measurement business owned by James and Kristin Dolan’s investment company, strengthening one of the challengers to Nielsen’s ratings dominance.

Financial terms were not disclosed but sources said the deal involves cash and stock, which means the Dolans have a financial interest in iSpot.

This is the largest of five acquisitions privately held iSpot has made. Last year, Goldman Sachs invested $325 million in ISpot. 

Also Read: iSpot Buys TVision Stake in $16 Million CTV Ratings Deal

“605 has developed an impressive technology architecture, a great approach to using big data and a suite of powerful solutions that nicely complement our own,” Sean Muller, founder and CEO of iSpot, said. “We are excited to integrate their world-class team of engineers and data scientists in our mission to modernize measurement effectiveness and new currencies.”

The deal gives iSpot access to data 605 gets through its relationships with Charter Communications and Walmart. 

Combining the 16.6 million set-top boxes 605 gets data from with data iSpot gets from Vizio and LG smart-TV sets, iSpot’s TV device footprint stands at 82.7 million.

605 will continue as a division of iSpot headed by 605 president Tom Keaveney. All of 605’s staffers will be joining iSpot, giving it a combined head count of 464.  With 605, iSpot also gains a New York presence and stronger relationships with 605’s network clients.

The deal comes as measurement industry leader Nielsen faces challenges from companies using big data to measure audiences and the impact of TV advertising.

“We launched 605 seven years ago with the idea that high-quality data and advanced analytics would make television advertising even more effective, from planning and segmentation all the way through to attribution and now prediction,” said Kristin Dolan, founder of 605 and now the CEO of AMC Networks. “During a time of profound change in our industry, I could not be more proud of the team for delivering on that promise. 

“iSpot has built a large and loyal customer base, particularly with large brand advertisers, and is a pioneer in the measurement space. I can’t wait to see the things this powerful combination of technology and talent can achieve and bring to a growing array of clients and partners under iSpot’s leadership,” Dolan added. 

605’s capabilities business-outcome attribution solutions that measure effectiveness against consumer packaged goods sales, auto sales, credit card, location, search and survey KPIs. Capabilities also include a powerful planning and optimization platform, advanced audience segmentation and predictive analytics capabilities powered by machine learning.

"Myself and the entire 605 team are thrilled to join iSpot,“ Keaveney said. “This combination of our complementary talent, data, product and technologies will accelerate the innovation that will disrupt the status quo in media measurement. The most exciting thing for us is the alignment of vision. Our collective focus is on using business outcomes to provide real measures of performance and increase the efficiency and effectiveness of brand investment. Together we will help brand dollars work smarter.”

A campaign submitted by iSpot.TV for Consumer Cellular won the 2023 Advanced Advertising Innovation Award for Best Use of Multiple Platforms.

The award will be presented at the Advanced Advertising Summit on September 11 in New York. 

Previously, it was announced that a campaign submitted by Magnite for Travel Texas won the Advanced Advertising Innovation Award for Best Definition of a Target Market and a campaign for Ken Ganley Kia New Port Richey (Fla.) won the Advanced Advertising Innovation Award for Best Use of Data.

In order to extend its reach, Consumer Cellular turned to streaming channels and the reintroduction of CTV in their advertising strategy.

Consumer Cellular used iSpot’s Unified Measurement product to recognize the contribution of CTV advertising in its overall media mix, allowing it to find other incremental reach opportunities across streaming platforms. 

Utilizing iSpot’s TV Conversions product, the team was able to ascribe sales to TV ads by finding the parallels between TV ad airings and website and phone call activity.

Consumer Cellular found that they could reduce their ad spend by increasing their spending in the daytime and decreasing spending on the weekends. Ultimately, Consumer Cellular saw a 21% increase in impressions, a 16% decrease in cost per acquisition in Q4, and a 5% increase in incremental reach.

"We raised our reach by 5%. There's 110 million people, 50 plus in the US. So 5% of that is a truly meaningful number, and incredibly impactful,” said Bill Litfin, VP of Performance Marketing & Media at Consumer Cellular.

The Advanced Advertising Summit is part of NYC TV Week, which is produced by Broadcasting+Cable publisher Future plc. 

Advanced Advertising Innovation Awards will also be presented for Best Use of Branded Content and Best Campaign Overall.

TV measurement company iSpot said it hired Leslie Wood as chief research officer.

Wood has been in the research business for 30 years, most recently as chief research officer at NCSolutions, previously known as Nielsen Catalina Solutions.

In her new job at iSpot, one of the companies challenging Nielsen’s dominance of the media measurement business, Wood will oversee the data science department responsible for TV and video measurement products and find new approaches to cross-platform measurement and currency.

“Leslie Wood has been recognized as one of the most respected names in the media industry,“ iSpot founder and CEO Sean Muller said. “Her reputation as a collaborative, innovative leader and her achievements in ad research, patent creation and TV incrementality, among other things, will serve as the backbone for iSpot’s continued push forward on in order to provide the industry with a currency that can finally unlock the full potential of premium video that exists today for brands, agencies and publishers.” 

Before NCSolutions, Wood was owner and partner in Media Trust LLC and partner in A-to-S Link.

“My passion for decades has been empowering consumer brands with better measurement and data science to deliver greater return on investments that can deliver better products and services for everyday people,” Wood said. “Putting my passions to work for iSpot gives me an opportunity not just to innovate at the measurement platform of choice for brands but to help ensure the very same metrics brands use to justify and optimize TV investments can also be the metrics they transact upon.”

Daytime may not be the new primetime, but at a time when linear viewing is shrinking, new research from iSpot.tv shows daytime programming growing and grabbing a bigger share of viewership.

iSpot said that during the 2022-23 television season, the advertising impressions generated by daytime programming grew 1.3% to 860.3 billion. 

By contrast, primetime ad impressions dropped 3%.

Daytime programming’s share of all linear impressions hit 17.7%.

“These shifts create new avenues for networks to maximize the value of non-primetime dayparts, while advertisers can locate pockets of broad-reach programming for lower CPMs,” according to the ISpot report. 

Most of the growth in daytime is happening on the broadcast networks, with daytime impressions on ABC,CBS and NCU up an average of 9.5%.

The top 10 networks during daytime are CBS, ABC, Fox News Channel, NBC, CNN, Ion, Univision, ESPN, MSNBC and HGTV.

The top 10 network shows in daytime are The Price Is Right, The Young and the Restless, The View, Let’s Make a Deal, General Hospital, GMA3, Friends, The Bold and the Beautiful, Today With Hoda & Jenna and The Talk.

The top syndicated shows were Friends, Dr. Phil, The King of Queens, Tamron Hall and Seinfeld.

Who’s advertising in daytime? The No. 1 brand is Nutrafol, followed by Weight Watchers, Farxiga, GOLO, Chase credit cards, Huggies, Flonase and Hilton Hotels.

TV measurement company iSpot.TV said it reached a deal with Google to measure the incremental reach of campaigns running on YouTube and YouTube TV.

iSpot data is being integrated into Google’s Ad Data Hub for Measurement Partners, which will enable customers to better determine the value of YouTube as part of their investment in media campaigns.

The deal is important as YouTube, which owns the largest share of connected-TV viewing, looks to compete with traditional TV companies for advertising dollars.

“YouTube and YouTube TV are a significant part of the ad-supported landscape and provide advertisers substantial audience reach, ranging from people who are unreachable on linear TV to those with much overlap with other platforms and publishers,” iSpot CEO Sean Muller said. “Unified Measurement integration will give brands the power to know the difference and invest with confidence across the TV and streaming landscape.”

iSpot had run a pilot program with 11 advertisers. Starting July 5, all iSpot customers will be able to access the new cross-platform features. They will be able to evaluate total ad impressions and deduplicated audiences, as well as co-viewing.

iSpot said it continues to develop more granular audience demographic breakdowns for YouTube and YouTube TV viewership for linear TV, connected TV, computer and mobile.

Sports-oriented streaming service Fubo said it is working with measurement and analytics company iSpot.tv to measure the incremental reach of its connected-TV viewership for advertisers.

An iSpot study for three advertisers found that on average 40% of ad impressions service on Fubo reached households that were unreachable on linear TV.

“Accurately measuring the value of connected-TV advertising has remained an industry-wide challenge since audiences have migrated from linear TV to streaming,” Fubo co-founder and CEO David Gandler said. “It’s paramount that we are able to verify the benefit of Fubo’s CTV inventory and differentiate our audience from that of linear TV. Together with iSpot, we are giving advertisers independent verification and greater transparency into their cross-platform campaigns, which demonstrates the tremendous value of CTV.”

Fubo said the iSpot deal is part of an initiative to provide advertisers with more data about viewership and results. 

“Ad sales remains an important growth driver for Fubo as we target profitability in 2025,” Gandler said. “As we expand our focus to more high-touch programs that drive engagement and greater brand affinity for our ad sales partners, demonstrating Fubo's reach beyond linear audiences is more important than ever.”

Fubo added 214,000 subscribers in the fourth quarter of 2022, but posted a $152.9 million net loss.

iSpot is one a number of companies using big data to offer an alternative to Nielsen in the TV-measurement field. It uses data from 40 million smart TV to generate second-by-second data about TV viewing and advertising impact.

“Brands understand there are unique and valuable audiences consuming premium content on streaming properties, but need independent, reliable measurement to scale investments across linear and streaming with confidence,” Dan Loewenberg, VP, media partnerships at iSpot.tv, said.

Television advertising impressions were up 3.24% to 2.09 trillion in the first quarter compared to a year ago, according to new figures from iSpot.tv.

The increase seems surprising in light of cord-cutting and the shift of viewers to streaming. But iSpot says its figures show that brands found more of the reach they seek with TV in the first quarter.

Sports was responsible for much of the growth in impressions, even without an Olympics to drive up viewership. Fox got the biggest boost, growing 36% while airing Super Bowl LVII. Sister cable network FS1 jumped 24% with its coverage of the World Baseball Classic.

Other sports, including the National Basketball Association and the PGA Tour, also posted gains.

According to iSpot, CBS generated the biggest share of impressions in the first quarter, just like a year ago. ABC was No. 2, switching places with No. 3 NBC. Fox News was fourth, followed by Fox.

The rest of the top 10 were ESPN, CNN, Univision, MSNBC and Telemundo.

Despite a weak scatter market and concerns about a pending recession, most marketing and agency executives expect to spend as much or more in the upcoming upfront market than they did a year ago, according to a survey by iSpot.tv.

iSpot found that 78% of those surveyed expected overall marketing budgets to increase or remain the same. And when it comes to TV, 74% said they saw themselves spending much more, a bit more or the same as during last year’s upfronts.

Most will continue to move ad dollars to streaming. The report said 30% of those surveyed are allocating at least 20% of their upfront budget towards streaming platforms.

When asked which streaming platforms were going to see upfront spending, Hulu was named most often by the marketers, followed by YouTube, Peacock and Roku.

Flexibility has been a watchword in the last two upfronts as clients have sought looser terms and more options when making upfront ad commitments. This year, 50% of clients say their commitment will be as flexible as they’ve been, with 39% planning to be more flexible and 11% looking to be less flexible.

iSpot said the shift to streaming has brands and agencies thinking about new currencies, with 69% of those surveyed indicating they were very interested or somewhat interested in transacting on nonlegacy currencies — as opposed to Nielsen — as during year’s upfront market.

iSpot surveyed more than 519 brand and agency executives between February 24 and March 24 to conduct the study.

Nielsen competitor iSpot.tv said Super Bowl LVII on Fox had an average-minute audience of 118.2 million viewers, a higher figure than the 113 million estimated by Nielsen.

Media companies have been pushing for alternatives to Nielsen, especially after Nielsen was found to have undercounted viewing during the pandemic. 

iSpot has been working closely with NBCUniversal and was the first measurement company certified by NBCU. NBC had last year’s Super Bowl and found more viewers watched the Super Bowl than Nielsen.

For Super Bowl LVII, iSpot found that the total household reach on linear and streaming for the Fox and NFL properties was 49.9 million households, with an average of 48.3 million households in the U.S.

Out-of-home viewership added 16.5 million adult viewers. iSpot uses Tunity Analytics to measure out-of-home viewing, an important component of sports viewing. iSpot acquired Tunity last year.

Also Read: Super Bowl Viewing Up Slightly to 36.7 Million Households: Samba TV

iSpot also measured the audience for commercials on the Super Bowl and found that there were 59 brand commercials and 22 promos during the game. Those ads generated 5.6 billion impressions among people 18 years and older.  The Super Bowl accounted for 64% of all ad deliveries on Sunday. 

Five Super Bowl commercials generated 100 million impressions, topped by a spot for The Farmer’s Dog, which captured 101.5 million impressions on Fox and Fox Deportes at 8:05 p.m. ET. ■

Pat Mahomes and the Kansas City Chiefs weren’t the only winner on Super Sunday.

According to an analysis by iSpot.com, a spot for The Farmer’s Dog had the highest Ace Score, which measures the impact of video advertising. The Farmer’s Dog commercial also scored highest as the most persuasive and most likable commercial during Super Bowl LVII.

The ad shows a girl and her puppy growing up together while Lee Fields's song Forever plays in the background.

The Farmer’s Dog commercial was among the leaders in the "much more likely to purchase" category, following spots for PopCorners, Skechers, Doritos, Uber One, He Gets Us, Jeep4xe, Pringles, Pixel 7 Pro and Rakuten.

The top spots for purchase intent were for Workday, E*trade, Kia, GM and FanDuel.

Commercials for Scream VI, PopCorners, Farmer’s Dog, Skechers, Downy and Doritos were best at keeping viewers’ attention and the best messaging was achieved by PopCorners, Doritos, Downy, Sam Adams and The Farmer’s Dog.

Among younger viewers (16 to 35 years old), the most likable ads were for Sketchers, Downy and PopCorners.

iSpot offered a more detailed look at the PopCorners commercial, which was teased extensively ahead of the Super Bowl.

“PopCorners makes its Super Bowl debut this year with a spot based on Breaking Bad and its stars, Bryan Cranston and Aaron Paul. Using the hit show is working for consumers before the game. iSpot Creative Assessment Survey data shows the commercial is garnering 13% more attention than the norm for candy and snack ads in the last 90 days, and is also 13% more likable than the norm,” iSpot said.

“Seeing Walter White and Jesse Pinkman again appears to be resonating with audiences – and is their favorite aspect of the spot. 47% of survey respondents shared that the 'characters' (primarily White and Pinkman) were the Single Best Thing about the ad,” iSpot said. ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv for a weekly ranking called Promo Mojo: Exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through January 22.

NBC’s Night Court revival is No. 1 for the second week in a row.

Cable networks are entirely shut out, with the Big Four traditional broadcast networks sweeping the top five. NBC is joined by Fox, which promotes new crime drama Accused in second place; ABC, which gives some love to the 27th season of reality TV mainstay The Bachelor in third, along with new police procedural Will Trent in fifth; and CBS, which hypes the 2023 Grammys (set to air live on Sunday, Feb. 5) in fourth place.

1. Night Court, NBC

• Impressions: 313,070,806
• Interruption Rate: 1.22%
• Attention Index: 94 (6% more interruptions than avg.)
• Imp. Types: National 95%, Local 4%, VOD/OTT 1%
• In-Network Value: $3,725,289
• Out-of-Network Est. Spend: $433,789

2. Accused, Fox

• Impressions: 236,003,345
• Interruption Rate: 1.91%
• Attention Index: 84 (16% more interruptions than avg.)
• Imp. Types: National 86%, Local 11%, VOD/OTT 3%
• In-Network Value: $5,437,829
• Out-of-Network Est. Spend: $1,401,000

3. The Bachelor, ABC

• Impressions: 206,132,941
• Interruption Rate: 1.17%
• Attention Index: 91 (9% more interruptions than avg.)
• Imp. Types: National 92%, Local 6%, VOD/OTT 2%
• In-Network Value: $3,421,049
• Out-of-Network Est. Spend: $430,575

4. 2023 Grammys, CBS

• Impressions: 171,696,855
• Interruption Rate: 0.57%
• Attention Index: 99 (1% more interruptions than avg.)
• Imp. Types: National 97%, Local 1%, VOD/OTT 2%
• In-Network Value: $2,335,284
• Out-of-Network Est. Spend: $0.00

5. Will Trent, ABC

• Impressions: 153,086,401
• Interruption Rate: 1.93%
• Attention Index: 67 (33% more interruptions than avg.)
• Imp. Types: National 87%, Local 10%, VOD/OTT 3%
• In-Network Value: $3,598,730
• Out-of-Network Est. Spend: $346,835

Data provided by iSpot.tv. For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households, including National Linear (live and time-shifted), VOD plus OTT and Local.

Interruption Rate: The percentage of devices that were present at the beginning of the ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV. The Interruption rate is measured on a scale of zero to 100%.

Attention Index: A comparison of the ad’s Interruption Rate against a specific media placement. The Attention Index is measured on a scale of zero to 200, where 100 is the average and means your ad is performing as expected.

Imp. Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (e.g., Hulu, Roku, Fire TV Stick, Chromecast).

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Data covers the seven-day period through January 15.

NBC’s Night Court — a revival of the classic sitcom that originally aired 1984 to 1992 — is No. 1.

Fox, though, dominates overall, taking three chart positions to promote new fare: crime drama Accused in second place, police procedural drama Alert: Missing Persons Unit in third, and celebrity reality competition Special Forces: World’s Toughest Test in fifth.

Rounding out the ranking: Hallmark Channel, which gives some love to its new time-traveling family drama series The Way Home in fourth.

Notably, The Way Home has the highest iSpot Attention Index (105) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Night Court, NBC

• Impressions: 465,772,951
• Interruption Rate: 1.90%
• Attention Index: 82 (18% more interruptions than avg.)
• Imp. Types: National 98%, Local 2%, VOD/OTT 0%
• In-Network Value: $8,518,118
• Out-of-Network Est. Spend: $1,373,794

2) Accused, Fox

• Impressions: 283,520,276
• Interruption Rate: 2.26%
• Attention Index: 80 (20% more interruptions than avg.)
• Imp. Types: National 94%, Local 5%, VOD/OTT 1%
• In-Network Value: $6,104,456
• Out-of-Network Est. Spend: $1,132,051

3) Alert: Missing Persons Unit, Fox

• Impressions: 255,960,903
• Interruption Rate: 1.87%
• Attention Index: 75 (25% more interruptions than avg.)
• Imp. Types: National 91%, Local 7%, VOD/OTT 2%
• In-Network Value: $4,339,585
• Out-of-Network Est. Spend: $656,364

4) The Way Home, Hallmark Channel

• Impressions: 251,005,661
• Interruption Rate: 2.52%
• Attention Index: 105 (5% fewer interruptions than avg.)
• Imp. Types: National 98%, Local 1%, VOD/OTT 1%
• In-Network Value: $1,044,648
• Out-of-Network Est. Spend: $270,003

5) Special Forces: World's Toughest Test, Fox

• Impressions: 227,201,528
• Interruption Rate: 1.43%
• Attention Index: 96 (4% more interruptions than avg.)
• Imp. Types: National 88%, Local 9%, VOD/OTT 3%
• In-Network Value: $4,784,992
• Out-of-Network Est. Spend: $505,128

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from zero through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live plus Time-shifted), Local, VOD and OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through January 8.

ABC’s new police procedural drama Will Trent is No. 1. Fox also makes a showing with a new police procedural drama, taking second place for Alert: Missing Persons Unit. The network grabs fourth place as well to promote its new celebrity reality competition Special Forces: World’s Toughest Test.

Rounding out the list: NBC, which hypes the 2023 Golden Globe Awards in third place, and CBS, which gives some love to its hit sitcom Ghosts in fifth.

Notably, Alert: Missing Persons Unit and the 2023 Golden Globe Awards are tied in having the highest iSpot Attention Index (102) in the ranking, meaning viewers were on average highly likely to watch their promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Will Trent, ABC

• Impressions: 489,403,459
• Interruption Rate: 1.74%
• Attention Index: 89 (11% more interruptions than avg.)
• Imp. Types: National 96%, Local 3%, VOD/OTT 1%
• In-network Value: $12,071,629
• Out-of-network Est. Spend: $849,451

2) Alert: Missing Persons Unit, Fox

• Impressions: 410,728,437
• Interruption Rate: 1.72%
• Attention Index: 102 (2% fewer interruptions than avg.)
• Imp. Types: National 91%, Local 7%, VOD/OTT 2%
• In-network Value: $7,130,233
• Out-of-network Est. Spend: $1,396,755

3) 2023 Golden Globe Awards, NBC

• Impressions: 382,065,948
• Interruption Rate: 1.56%
• Attention Index: 102 (2% fewer interruptions than avg.)
• Imp. Types: National 96%, Local 3%, VOD/OTT 1%
• In-network Value: $4,001,085
• Out-of-network Est. Spend: $103,237

4) Special Forces: World's Toughest Test, Fox

• Impressions: 324,559,990
• Interruption Rate: 2.06%
• Attention Index: 71 (29% more interruptions than avg.)
• Imp. Types: National 89%, Local 9%, VOD/OTT 2%
• In-network Value: $3,052,481
• Out-of-network Est. Spend: $1,313,932

5) Ghosts, CBS

• Impressions: 263,387,912
• Interruption Rate: 0.88%
• Attention Index: 82 (18% more interruptions than avg.)
• Imp. Types: National 93%, Local 5%, VOD/OTT 2%
• In-network Value: $4,442,377
• Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

In 2022, iSpot measured 8 trillion TV ad impressions that generated $34.36 billion in national TV ad spend.

The impressions were down 3.5% and the spending was off 8.1% in a year challenged by cord-cutting, inflation and a weakening market.

"And yet traditional linear TV still delivered a massive amount of reach and engagement to advertisers: trillions of ad impressions, hundreds of thousands of new commercials, thousands of brands and hundreds of industries all found their way into the homes of viewers," iSpot noted in a year-end report.

"Looking ahead to 2023, CTV is bound to reach new heights as ad inventory grows and brands turn to the channel to drive greater efficiency in TV budgets," iSpot said. "The most successful TV advertisers will be those that lean into ad-first, cross-platform measurement for verification of audience reach, creative effectiveness and the business impact of ad investments."

The top networks by share of ad impressions were CBS, ABC, NBC, Fox News, ESPN, Fox, CNN, MSNBC, Univision and Telemundo.

The top programs were sports: NFL games, college football games and NBA games. Following those were Good Morning America, men’s college basketball, Today, SportsCenter, Major League Baseball, The Young and the Restless and ABC World News Tonight.

The top spending brands were GEICO, Progressive, Toyota, Verizon, T-Mobile, Domino’s and Liberty Mutual.

The most likeable ads were for Chewy.com, Pet Smart, and Dawn.

"A wide swath of creative approaches rose to the top by likeability in 2022. Animals remained a tried-and-true way of appealing to mass audiences — as long as the animal characters seamlessly fit within the storyline and/or related to the brand," the iSpot report said.

The funniest commercials all ran during the Super Bowl. Spots for Lay's and Doritos also generated above-average scores for brand recognition and positive purchase intent.

Looking ahead to 2023, the report notes that "even as inflation concerns wane, recession fears are still weighing heavily on marketers as they look ahead to 2023. But where there’s risk, there’s also opportunity for brands. As some advertisers opt to pull back on TV spend in the new year, it creates opportunities for other brands — some of which may be completely new to TV advertising — to fill those gaps." ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through January 1.

Paramount Network’s Yellowstone is No. 1. (The hit drama’s midseason finale aired on January 1.)

The rest of the ranking is mostly made up of reality competitions: Fox hypes its celebrity-focused Special Forces: World’s Toughest Test in second place, NBC promotes the new “All-Stars” version of America’s Got Talent in fourth, and MTV gives some love to RuPaul’s Drag Race in fifth as the show makes its move from VH1.

Rounding out the list is a new drama from ABC: police procedural series Will Trent, in third place.

Notably, Yellowstone scores the highest iSpot Attention Index (112) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Yellowstone, Paramount Network

• Impressions: 424,763,186
• Interruption Rate: 2.55%
• Attention Index: 112 (12% fewer interruptions than avg.)
• Imp. Types: National 94%, Local 2%, VOD/OTT 4%
• In-network Value: $1,265,238
• Out-of-network Est. Spend: $797,906

2) Special Forces: World's Toughest Test, Fox

• Impressions: 399,907,131
• Interruption Rate: 1.70%
• Attention Index: 106 (6% fewer interruptions than avg.)
• Imp. Types: National 92%, Local 6%, VOD/OTT 2%
• In-network Value: $2,898,493
• Out-of-network Est. Spend: $2,339,868

3) Will Trent, ABC

• Impressions: 387,351,001
• Interruption Rate: 1.52%
• Attention Index: 100 (0% fewer interruptions than avg.)
• Imp. Types: National 94%, Local 4%, VOD/OTT 2%
• In-network Value: $3,940,060
• Out-of-network Est. Spend: $1,107,588

4) America's Got Talent: All-Stars, NBC

• Impressions: 341,443,049
• Interruption Rate: 1.79%
• Attention Index: 102 (2% fewer interruptions than avg.)
• Imp. Types: National 96%, Local 3%, VOD/OTT 1%
• In-network Value: $2,235,473
• Out-of-network Est. Spend: $1,315,408

5) RuPaul's Drag Race, MTV

• Impressions: 302,211,298
• Interruption Rate: 3.58%
• Attention Index: 100 (0% fewer interruptions than avg.)
• Imp. Types: National 95%, Local 2%, VOD/OTT 3%
• In-network Value: $1,497,002
• Out-of-network Est. Spend: $1,234,143

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through December 11.

Fox’s FIFA World Cup Qatar is No. 1 for the third week in a row.

The rest of the ranking is dominated by seasonal fare and specials: Hallmark Movies & Mysteries celebrates The Gift of Peace in second place and Hallmark Channel promotes Christmas Class Reunion in third, while CBS gives some love to its Ghosts “Ghostmas” special in fourth place and Disney-owned ABC engages in some synergy by promoting Beauty and the Beast: A 30th Celebration in fifth.

Notably, The Gift of Peace scores the highest iSpot Attention Index (111) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) FIFA World Cup Qatar, Fox

• Impressions: 324,444,398
• Interruption Rate: 1.05%
• Attention Index: 88 (12% more interruptions than avg.)
• Imp. Types: National 94%, Local 5%, VOD/OTT 1%
• In-network Value: $5,650,935
• Out-of-network Est. Spend: $0.00

2) The Gift of Peace, Hallmark Movies & Mysteries

• Impressions: 258,821,003
• Interruption Rate: 3.03%
• Attention Index: 111 (11% fewer interruptions than avg.)
• Imp. Types: National 100%, Local 0%, VOD/OTT 0%
• In-network Value: $1,481,517
• Out-of-network Est. Spend: $0.00

3) Christmas Class Reunion, Hallmark Channel

• Impressions: 243,939,442
• Interruption Rate: 3.70%
• Attention Index: 83 (17% more interruptions than avg.)
• Imp. Types: National 100%, Local 0%, VOD/OTT 0%
• In-network Value: $1,496,740
• Out-of-network Est. Spend: $0.00

4) Ghosts “Ghostmas” special, CBS

• Impressions: 226,926,540
• Interruption Rate: 1.13%
• Attention Index: 78 (22% more interruptions than avg.)
• Imp. Types: National 94%, Local 4%, VOD/OTT 2%
• In-network Value: $3,069,995
• Out-of-network Est. Spend: $0.00

5) Beauty and the Beast: A 30th Celebration, ABC

• Impressions: 189,710,059
• Interruption Rate: 1.61%
• Attention Index: 91 (9% more interruptions than avg.)
• Imp. Types: National 91%, Local 8%, VOD/OTT 1%
• In-network Value: $1,457,336
• Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through December 4.

Fox’s FIFA World Cup Qatar is No. 1 for the second week in a row.

The rest of the ranking is dominated by holiday movies: CBS promotes Fit for Christmas in second place, Hallmark Movies & Mysteries hypes The Holiday Stocking in third, Freeform celebrates its 25 Days of Christmas programming block in fourth, and Hallmark Channel gives some love to A Fabled Holiday in fifth.

Notably, Fit for Christmas scores the highest iSpot Attention Index (123) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) FIFA World Cup Qatar, Fox

• Impressions: 423,251,902
• Interruption Rate: 1.88%
• Attention Index: 82 (18% more interruptions than avg.)
• Imp. Types: National 93%, Local 5%, VOD/OTT 2%
• In-network Value: $5,684,621
• Out-of-network Est. Spend: $82,697

2) Fit for Christmas, CBS

• Impressions: 292,681,785
• Interruption Rate: 0.64%
• Attention Index: 123 (23% fewer interruptions than avg.)
• Imp. Types: National 97%, Local 2%, VOD/OTT 1%
• In-network Value: $2,741,242
• Out-of-network Est. Spend: $0.00

3) The Holiday Stocking, Hallmark Movies & Mysteries

• Impressions: 268,977,343
• Interruption Rate: 3.76%
• Attention Index: 92 (8% more interruptions than avg.)
• Imp. Types: National 100%, Local 0%, VOD/OTT 0%
• In-network Value: $1,628,490
• Out-of-network Est. Spend: $0.00

4) 25 Days of Christmas, Freeform

• Impressions: 251,998,579
• Interruption Rate: 1.25%
• Attention Index: 110 (10% fewer interruptions than avg.)
• Imp. Types: National 96%, Local 3%, VOD/OTT 1%
• In-network Value: $1,123,991
• Out-of-network Est. Spend: $213,869

5) A Fabled Holiday, Hallmark Channel

• Impressions: 236,670,171
• Interruption Rate: 2.95%
• Attention Index: 109 (9% fewer interruptions than avg.)
• Imp. Types: National 100%, Local 0%, VOD/OTT 0%
• In-network Value: $1,459,077
• Out-of-network Est. Spend: $129,788

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through November 27.

Fox’s FIFA World Cup Qatar is No. 1. The network also takes second place to hype upcoming celebrity reality competition Special Forces: World’s Toughest Test and fourth for College Football.

Rounding out the ranking are two cable networks: Hallmark Channel, which promotes A Holiday Spectacular in third, and Paramount Network, which gives some love to the fifth season of Yellowstone in fifth place.

Notably, Yellowstone scores the highest iSpot Attention Index (134) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) 2022 FIFA World Cup Qatar, Fox

• Impressions: 711,074,303
• Interruption Rate: 1.14%
• Attention Index: 96 (4% more interruptions than avg.)
• Imp. Types: National 97%, Local 2%, VOD/OTT 1%
• In-network Value: $12,816,591
• Out-of-network Est. Spend: $0.00

2) Special Forces: World's Toughest Test, Fox

• Impressions: 346,434,858
• Interruption Rate: 1.59%
• Attention Index: 81 (19% more interruptions than avg.)
• Imp. Types: National 95%, Local 3%, VOD/OTT 2%
• In-network Value: $7,390,402
• Out-of-network Est. Spend: $0.00

3) A Holiday Spectacular, Hallmark Channel

• Impressions: 343,634,890
• Interruption Rate: 2.46%
• Attention Index: 123 (23% fewer interruptions than avg.)
• Imp. Types: National 99%, Local 1%, VOD/OTT 0%
• In-network Value: $1,702,623
• Out-of-network Est. Spend: $764,094

4) College Football, Fox

• Impressions: 324,941,177
• Interruption Rate: 0.74%
• Attention Index: 92 (8% more interruptions than avg.)
• Imp. Types: National 97%, Local 2%, VOD/OTT 1%
• In-network Value: $4,316,707
• Out-of-network Est. Spend: $50,686

5) Yellowstone, Paramount Network

• Impressions: 291,139,420
• Interruption Rate: 2.26%
• Attention Index: 134 (34% fewer interruptions than avg.)
• Imp. Types: National 92%, Local 4%, VOD/OTT 4%
• In-network Value: $1,166,466
• Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV's most-promoted programming ranked by ad impressions. Our data covers the seven-day period through November 20.

ABC's telecast of the American Music Awards is No. 1. The network is joined by fellow traditional broadcaster Fox, which generates excitement for 2022 FIFA World Cup Qatar in fourth place.

Rounding out the ranking are two cable networks: Paramount Network, which gives some love to the fifth season of Yellowstone in second place, and Hallmark Channel, which promotes two original TV movies: Three Wise Men and a Baby in third and Inventing the Christmas Prince in fifth.

Notably, Yellowstone scores the highest iSpot Attention Index (119) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) 2022 American Music Awards, ABC

• Impressions: 322,011,482
• Interruption Rate: 1.11%
• Attention Index: 107 (7% fewer interruptions than avg.)
• Imp. Types: National 97%, Local 3%, VOD/OTT 0%
• In-network Value: $2,927,608
• Out-of-network Est. Spend: $289,857

2) Yellowstone, Paramount Network

• Impressions: 312,808,370
• Interruption Rate: 2.37%
• Attention Index: 119 (19% fewer interruptions than avg.)
• Imp. Types: National 92%, Local 4%, VOD/OTT 4%
• In-network Value: $1,060,514
• Out-of-network Est. Spend: $457,049

3) Three Wise Men and a Baby, Hallmark Channel

• Impressions: 309,313,504
• Interruption Rate: 2.66%
• Attention Index: 114 (14% fewer interruptions than avg.)
• Imp. Types: National 99%, Local 1%, VOD/OTT 0%
• In-network Value: $1,661,031
• Out-of-network Est. Spend: $381,573

4) 2022 FIFA World Cup Qatar, Fox

• Impressions: 278,117,859
• Interruption Rate: 1.86%
• Attention Index: 80 (20% more interruptions than avg.)
• Imp. Types: National 93%, Local 5%, VOD/OTT 2%
• In-network Value: $5,595,264
• Out-of-network Est. Spend: $44,126

5) Inventing the Christmas Prince, Hallmark Channel

• Impressions: 244,918,741
• Interruption Rate: 3.69%
• Attention Index: 87 (13% more interruptions than avg.)
• Imp. Types: National 100%, Local 0%, VOD/OTT 0%
• In-network Value: $1,383,703
• Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through November 13.

Paramount Network’s hit drama Yellowstone, now in its fifth season, is No. 1 for a second week in a row.

Paramount Network is joined by its cable peer Hallmark Channel, which gives some love to its original movie The Royal Nanny — part of its “Countdown to Christmas” programming block — in second place, plus Hallmark Movies & Mysteries, which celebrates its original movie Our Italian Christmas Memories in fifth.

The rest of the ranking is filled out by two traditional broadcasters: Fox, which generates excitement for 2022 FIFA World Cup Qatar in third, and ABC, which hypes the 2022 CMA Awards in fourth.

Notably, Yellowstone scores the highest iSpot Attention Index (122) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Yellowstone, Paramount Network

• Impressions: 921,972,277
• Interruption Rate: 1.83%
• Attention Index: 122 (22% fewer interruptions than avg.)
• Imp. Types: National 95%, Local 3%, VOD/OTT 2%
• In-network Value: $2,971,549
• Out-of-network Est. Spend: $8,316,356

2) The Royal Nanny, Hallmark Channel

• Impressions: 302,875,967
• Interruption Rate: 3.50%
• Attention Index: 96 (4% more interruptions than avg.)
• Imp. Types: National 100%, Local 0%, VOD/OTT 0%
• In-network Value: $1,693,915
• Out-of-network Est. Spend: $328,976

3) 2022 FIFA World Cup Qatar, Fox

• Impressions: 295,844,334
• Interruption Rate: 1.11%
• Attention Index: 79 (21% more interruptions than avg.)
• Imp. Types: National 94%, Local 5%, VOD/OTT 1%
• In-network Value: $4,454,229
• Out-of-network Est. Spend: $0.00

4) 2022 CMA Awards, ABC

• Impressions: 279,265,509
• Interruption Rate: 1.57%
• Attention Index: 86 (14% more interruptions than avg.)
• Imp. Types: National 95%, Local 4%, VOD/OTT 1%
• In-network Value: $1,387,390
• Out-of-network Est. Spend: $848,329

5) Our Italian Christmas Memories, Hallmark Movies & Mysteries

• Impressions: 223,364,239
• Interruption Rate: 3.29%
• Attention Index: 107 (7% fewer interruptions than avg.)
• Imp. Types: National 100%, Local 0%, VOD/OTT 0%
• In-network Value: $1,234,453
• Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

NBCUniversal, highlighting how easy it is to use data and technology to enhance advertising for marketers and viewers, said a number of clients are using viewing data from alternative measurement company iSpot as currency for some of their upfront cross-platform buys.

A dozen advertisers, including General Motors, Marriott Bonvoy, PepsiCo, State Farm, T-Mobile and Wayfair, have joined The Currency Council, a group NBCU formed to accelerate the use of unified measurement, multiple currencies and new transactional models. 

"These innovative advertisers have come to the table and they have agreed to transact with us on real dollars," said Kelly Abcarian, executive VP, measurement & impact, advertising and partnerships at NBCUniversal.

"We will usher in better measurement that delivers unified exact second by second cross-platform currency across all NBCU properties," Abcarian said. "We know these new cross-platform currencies will not only help us drive quality and efficient reach. They will solve the industry challenges around increased frequency waste and inflation."

NBCU has been among the loudest voices declaring that long-time TV measurement leader Nielsen does an inadequate job of measuring viewing behavior in the modern media environment, iSpot was the first measurement company NBCU certified as providing currency-grade audience measurement and an alternative to Nielsen. 

Nielsen was used for most of the upfront, but a number of other media companies also said they did some deals based on data from other measurement companies, including Comscore and VideoAmp.

"The future of currency is providing both traditional and advanced audiences in a single platform and in a cross-platform manner so brands can appropriately decide when to trade on one vs the other. In addition to advanced capabilities, iSpot has invested heavily in the development of always on, person-level, currency grade measurement," said iSpot founder and CEO Sean Muller.

"The work we’ve done cataloging and verifying every ad, measuring every second of TV advertising for the last 10 years and bringing streaming and linear together for the last 3 years puts iSpot in a great position to help provide the stability and reliability a new currency requires," Muller said.

NBCU showed off innovative ad formats that will be running on Peacock, including a highlights format that is already nearly sold out for the World Cup that activates when a viewers tunes into a game and wants a recap of the game's key moments. 

With the launch of Peacock, NBCU has initiated a number of ad formats and has seen them lift advertiser performance. Collectively the ad formats have delivered a 50% lift in purchase intent compared to CTV norms, NBCU said.

NBCU also said that it is working to make its advertising easier to buy programmatically through a growing list of demand side platforms. Buyers will be able to use programmatic technology to buy live sports on Peacock, including commercials in the World Cup.

It has created an automated request-for-proposal process working with Mediaocean and Salesforce Media Cloud that is being used by media buyers Dentsu and GroupM.

There is also a self service system for buying ads using the Peacock Ad Manager that is being tested now and readied for launch in 2023 that will make it easier for mid-sized and precision advertisers to use premium TV advertising.

NBCU shows off its ad and data technology at what has become an annual conference. The next conference, One23, will be held on February 16, 2023, the company said.

"We created One21 to introduce One Platform as the bridge between NBCUniversal’s iconic media and advanced technology capabilities, and One22 showcased how we brought One Platform to market with our universe of partners," said Krishan Bhatia, president & chief business officer, global advertising and partnerships, NBCUniversal. "As One Platform continues to scale, One23 will lean into a new level of collaboration. We’ll be focused on how clients and partners from across the industry – advertisers, agencies, tech partners, and more – are delivering on the data-driven future of advertising, today." ■

iSpot, which has built its TV-measurement business on big data, has bought a stake in TVision as part of a $16 million funding round, and will get exclusive access to person-level data on connected TV viewing from TVision's audience panels.

TVision is best known for measuring viewer attention, but the technology it uses to see how intently people in a household are watching a particular show or commercial, is also used to count how many people are watching to calculate co-viewing, and which members of a household are watching to generate demo information.

The investment, led by iSpot with longtime TVision investors SIG Capital, Accomplice and Golden Ventures also participating, comes at a time when CTV viewing is growing and marketers are shifting ad dollars to CTV to reach those viewers, but ad buyers say there is no reliable way to measure it.

The investment also comes at a time when TV measurement Goliath Nielsen is being challenged by high-tech alternatives — led by iSpot — that are using data from smart TVs and set-top boxes to better count viewers in a more complex TV landscape in which streaming and fragmentation are becoming a bigger factor. 

Also: Viewers Spending More Time with AVOD Than SVOD: TVision

“The $90 billion TV and CTV marketplace cannot transact on methods developed decades ago and expect to give today’s advertisers real visibility into how multiscreen TV drives their very modern brand KPIs. The industry needs ever-more investment in new technologies capable of capturing the reach, engagement, and audience insights that boost advertiser confidence in escalating their ad investment with multiscreen TV publishers,” Video Advertising Bureau president and CEO Sean Cunningham said. “We applaud the work iSpot and TVision have done to advance the industry and are encouraged by the investments each are making to develop more accurate and representative cross-platform measurement capabilities.”

iSpot CEO Sean Muller, who will become a TVision director, told Broadcasting+Cable that iSpot and TVision have been working together for three years. Earlier this year, iSpot got a $325 million investment from Goldman Sachs.

“We really wanted to expand our relationship and partnership with TVision,” Muller said.

“We also wanted to invest in panel technology, which we believe continues to be important for the industry,” Muller said. “We are a huge believer in big data as the front line of measurement and that continues to be the case. But we also believe in being able to get to the person level in the household to supplement that measurement.”

Together, iSpot and TVision will be able to bring a new standard and new currency to a TV world in which linear TV and connected TV are unified in the way they’re planned, bought and measured, Muller said. “This partnership can accelerate the process,” he said.

Before the upfront, there was much clamor about alternative measurement companies and new currencies. After the upfront, it looked like Nielsen remained dominant. But with Nielsen looking to roll out its new Nielsen One system later this year, the industry may get another chance to weigh its options.

"We really hope that people make further Investments in these new currencies and especially in the unification of linear and CTV because ultimately, it just helps the industry,” Muller said. “Come the 2023-24 upfront it's 100% new currency. We see 2023-24 as a pivotal year.”

The TVision panel has 5,000 homes and about 14,000 people. Panelists let TVision mount a camera-like device on top of their TV sets, enabling TVision to monitor who is in the room when the TV is on and precisely what they’re looking at. Originally TVision focused on measuring how much attention people were paying to specific elements of shows’ commercials but the company realized this asset could be used for other purposes, including measuring co-viewing.

“We believe our panel has a lot of potential to produce even more products,” TVision CEO Yan Liu told B+C. He said the TVision panel is more cost-efficient and user-friendly for panelists, who don’t have to push buttons to have their viewing registered as they do in Nielsen’s panels.

With iSpot’s investment, TVision might increase the size of its panel, but Liu said he doesn’t believe it has to be as big as Nielsen’s, which has 30,000 to 40,000 homes because TVision doesn't use its panel to measure all viewing. Viewing is measured using big data and TVision's panel is used to answer questions and calibrate that big data.

”The future of currency is combining big data sets with panel data,“ Liu said.

If big data can show how many households are tuned in, TVision's panel provides a view as to how many people in those households were watching and which members of the household.

“We already know who lives in the household,” Muller said. ”Using the TVision data we know The Voice on Tuesday night had an average of 1.35 viewers on a second-by-second basis in front of the TV and also gives us a distribution of the age and gender of those.“

That means ad buyers can get the demo data they've long depended on, particularly for CTV.

“Right now, there is no currency for CTV,” Muller said. “The publishers are essentially self-reporting in many cases. They're not even selling on people or co-viewing.

"We’re highly focused on unified measurement and the idea that CTV and linear should be transacted together,” he continued. “Unified measurement is going to much more granular demos across 900 different streaming publishers.”

Some media companies said they were encouraged by iSpot and TVision getting together.

“This partnership is a step towards accurately counting every individual in front of the TV screen,” said Andrea Zapata, executive VP, ad sales research, measurement and insights at Warner Bros. Discovery. “TVision’s modern measurement approach is more precise in identifying who is in front of the screen. With investments towards panel growth and the inclusion of multiple TV sets in a household, there is a real possibility of having a representative panel that relies less on additional panel(s) for calibration.”

NBCUniversal has been particularly aggressive in vetting potential alternatives to Nielsen and a big backer of iSpot.

“Combining iSpot's massive panel with TVision’s modern approach to counting real people helps advertisers measure co-viewing across linear and CTV with greater accuracy across households and diverse audiences,” said Kelly Abcarian, executive VP, measurement and impact at NBCUniversal. “A cross-platform currency, based on the exact ad and powered by fast and accurate co-viewing metrics, will also bring a completely new approach to valuing premium content.” ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV's most-promoted programming ranked by ad impressions. Our data covers the seven-day period through November 6.

Paramount Network's hit drama Yellowstone — which kicks off its fifth season on November 13 — is No. 1.

Paramount Network is joined by its cable peer Hallmark Channel, which gives some love to Lights, Camera, Christmas — part of its "Countdown to Christmas" programming block — in fourth.

The rest of the ranking is filled out by traditional broadcasters: NBC, which promotes sitcoms Lopez vs. Lopez and Young Rock in second place; ABC, which hypes the 2022 CMA Awards in third; and Fox, which generates excitement for the 2022 FIFA World Cup Qatar in fifth.

Notably, Yellowstone scores the highest iSpot Attention Index (125) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Yellowstone, Paramount Network

• Impressions: 420,459,267
• Interruption Rate: 2.22%
• Attention Index: 125 (25% fewer interruptions than avg.)
• Imp. Types: National 95%, Local 2%, VOD/OTT 3%
• In-network Value: $3,610,513
• Out-of-network Est. Spend: $1,717,912

2) Lopez vs. Lopez | Young Rock, NBC

• Impressions: 418,700,041
• Interruption Rate: 1.41%
• Attention Index: 106 (6% fewer interruptions than avg.)
• Imp. Types: National 96%, Local 3%, VOD/OTT 1%
• In-network Value: $2,113,371
• Out-of-network Est. Spend: $2,241,089

3) 2022 CMA Awards, ABC

• Impressions: 334,159,081
• Interruption Rate: 1.45%
• Attention Index: 101 (1% fewer interruptions than avg.)
• Imp. Types: National 95%, Local 4%, VOD/OTT 1%
• In-network Value: $3,659,306
• Out-of-network Est. Spend: $594,015

4) Lights, Camera, Christmas, Hallmark Channel

• Impressions: 270,119,127
• Interruption Rate: 3.34%
• Attention Index: 98 (2% more interruptions than avg.)
• Imp. Types: National 100%, Local 0%, VOD/OTT 0%
• In-network Value: $1,585,193
• Out-of-network Est. Spend: $292,801

5) 2022 FIFA World Cup Qatar, Fox

• Impressions: 268,074,668
• Interruption Rate: 1.71%
• Attention Index: 91 (9% more interruptions than avg.)
• Imp. Types: National 92%, Local 7%, VOD/OTT 1%
• In-network Value: $4,932,642
• Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

Advertisers spent an estimated $194.4 million on commercials during the World Series on Fox, down 9.1% from last year’s fall classic, according to new figures from iSpot.tv.

This year’s World Series, with the Houston Astros beating the Philadelphia Phillies, went the same six games as last year’s series, but viewership was down, with the broadcasts delivering a total of 5.87 billion impressions, down 7.7% from last year.

There were 731 commercials during the 2022 World Series, nearly the same as in the 2021 series.

Also: Spanish-Language World Cup Ads Nearly Sold Out: NBCU

The top World Series advertisers were Samsung Mobile, which spent $7.7 million and aired 36 more spots than a year ago.

Other top advertisers included GEICO, T-Mobile, Indeed, Chevrolet, Capital One Credit Cards and Pfizer, a new World Series sponsor, spending about $5 million.

The most seen spots were from Samsung Mobile, Chevrolet and Pfizer's Comirnaty.

Over the course of all of the Major League Baseball playoffs, advertisers spent about $329.1 million, down 7.1% from last season. In addition to Fox, games aired on Warner Bros. Discovery’s TBS.

Impressions were down 6.4%, despite more teams being in this year’s playoffs.

The top spenders on post-season baseball were GEICO at $12.3 million, T-Mobile at $10.3 million, Samsung Mobile at $8.7 million, Indeed at $8.7 million and Taco Bell at $7.8 million.  ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV's most-promoted programming ranked by ad impressions. Our data covers the seven-day period through October 30.

Hallmark Channel's new original movie Jolly Good Christmas -- part of the network's "Countdown to Christmas" programming block -- is No. 1.

Paramount Network takes second place to promote the upcoming fifth season of Yellowstone. Traditional broadcast networks round out the ranking, with Fox hyping the eighth season of The Masked Singer in third, NBC giving some love to sitcoms Lopez vs. Lopez and Young Rock in fourth, and CBS promoting a new episode of Ghosts in fifth.

Notably, Jolly Good Christmas scores the highest iSpot Attention Index (116) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Jolly Good Christmas, Hallmark Channel

• Impressions: 235,963,613
• Interruption Rate: 3.07%
• Attention Index: 116 (16% fewer interruptions than avg.)
• Imp. Types: National 98%, Local 1%, VOD/OTT 1%
• In-network Value: $1,409,044
• Out-of-network Est. Spend: $166,272

2) Yellowstone, Paramount Network

• Impressions: 234,159,300
• Interruption Rate: 2.61%
• Attention Index: 101 (1% fewer interruptions than avg.)
• Imp. Types: National 95%, Local 2%, VOD/OTT 3%
• In-network Value: $1,258,907
• Out-of-network Est. Spend: $37,976

3) The Masked Singer, Fox

• Impressions: 220,615,381
• Interruption Rate: 0.70%
• Attention Index: 92 (8% more interruptions than avg.)
• Imp. Types: National 90%, Local 8%, VOD/OTT 2%
• In-network Value: $2,105,653
• Out-of-network Est. Spend: $574,990

4) Lopez vs. Lopez | Young Rock, NBC

• Impressions: 211,554,360
• Interruption Rate: 1.58%
• Attention Index: 113 (13% fewer interruptions than avg.)
• Imp. Types: National 94%, Local 5%, VOD/OTT 1%
• In-network Value: $1,835,002
• Out-of-network Est. Spend: $617,674

5) Ghosts, CBS

• Impressions: 206,847,088
• Interruption Rate: 1.40%
• Attention Index: 102 (2% fewer interruptions than avg.)
• Imp. Types: National 93%, Local 4%, VOD/OTT 3%
• In-network Value: $2,132,490
• Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

Programmers, streamers and even smart TV brands are leaning into the fall season in a big way. From myriad made-for-TV movies and Vizio's launch of its free-to-view "Fall Fest," to Peacock's "Halloween Horror" and Hulu's "Huluween" in-app destinations, it seems like this year there's more fall-related stuff popping up on screens than ever.

When it comes to live, linear TV, Hallmark Channel has a lock on love during the season's festivities. Its "Fall into Love" programming block kicked off August 6 with 11 new movie premieres over the following months, nearly double its autumn offering last year (six) and more than triple its 2019 premieres during the same period.

Looking at viewership data from Vizio's Inscape, 22 of Hallmark's 50 most-watched shows and movies are fall-themed, led by Dating the Delaneys, its third premiere of "Fall into Love," which captured 1.50% of all live, linear minutes watched on the network from August 1 through October 20. And if you remove syndicated reruns, Delaneys was the No. 1 program by watch-time for the channel this fall. That's up a notch from last year's most-watched fall title, Roadhouse Romance, which captured 1.48% of minutes watched during the same period.

On the advertising side of things, estimated TV ad spend on Hallmark Channel is up nearly 8% year-over-year since August 1, per iSpot.tv, and most-seen advertisers include Nutrisystem (1.44% impressions SOV), GOLO (1.21%) and Instacart (1.14%). While Nutrisystem and GOLO did advertise on Hallmark last fall, they've dramatically upped airings from a couple hundred each in 2021 to over 1,000 this year. Instacart, Knix, Indeed and Choice Hotels are four brands that did not advertise on Hallmark during fall 2021 but did run ads this year.

But of course it can't all be about harvest romances -- it is spooky season, after all. Inscape examined the horror genre across live, linear TV to reveal the most-watched horror movies so far this season: Halloween H20: 20 Years Later, A Nightmare on Elm Street, Jaws, House of Wax and Halloween 5: The Revenge of Michael Myers.

At the network level, AMC is dominating the scares, capturing over 54% of all horror minutes watched since September 1, up from 41% during the same period in 2021. Syfy takes second, with 10.5% of watch-time for horror content.

Diving deeper into AMC, airings of the original Halloween have captured 2.83% of all minutes watched on the network since September 1, second only to The Walking Dead.

Subway (1.68%), Progressive (1.61%) and Burger King (1.32%) are the top three brands by TV ad impressions SOV this fall on AMC, and each have invested more heavily this year than last, leading to notable share of voice increases compared to 2021. Looking at new advertisers this year, Instacart and Nutrafol were two of the most-seen that did not air ads in the same time period in 2021.

And finally, we can’t have Halloween without fresh baking competitions over on Food Network. The cooking destination has upped its fall fare: In 2021, five of its top 50 most-watched shows were Halloween- or autumn-themed. This year there are seven in the top 50, led by Halloween Baking Championship, which has snagged 10.87% of all live-linear minutes watched on the network September 1 through October 20, per Inscape -- up from 8.96% in the same period last year.

Halloween Wars, another seasonal competition, has received 7.77% of Food Network watch-time (up from 7% in 2021), and Halloween Cookie Challenge, the network’s latest themed offering, has 1.80% of minutes watched.

According to iSpot, top brands by TV ad impressions SOV on Food Network this fall include Kohl's (0.98%), Progressive (0.87%) and Target (0.87%). Of those three, Progressive ran about 100 more airings this year than last. New advertisers this year that didn't run ads last fall include Bank of America Credit Card, King's Hawaiian, Rubbermaid, Lavazza and Visible. ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV's most-promoted programming ranked by ad impressions. Our data covers the seven-day period through October 23.

Hallmark Channel's new original movie We Wish You a Married Christmas — part of the network's "Countdown to Christmas" programming block — is No. 1. Last week's chart-topper, ABC's new drama Alaska Daily, takes second place.

Cable networks have the edge in the ranking, with Hallmark Channel joined by TBS, which gives some love to MLB Postseason 2022 in third place, and Paramount Network, which promotes the upcoming fifth season of Yellowstone in fourth.

Rounding out the ranking is CBS, which hypes new drama Fire Country in fifth.

Notably, Yellowstone scores the highest iSpot Attention Index (124) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) We Wish You a Married Christmas, Hallmark Channel

• Impressions: 208,797,532
• Interruption Rate: 3.05%
• Attention Index: 103 (3% fewer interruptions than avg.)
• Imp. Types: National 99%, Local 1%, VOD/OTT 0%
• In-network Value: $1,235,945
• Out-of-network Est. Spend: $84,786

2) Alaska Daily, ABC

• Impressions: 205,041,409
• Interruption Rate: 1.40%
• Attention Index: 102 (2% fewer interruptions than avg.)
• Imp. Types: National 93%, Local 5%, VOD/OTT 2%
• In-network Value: $1,296,057
• Out-of-network Est. Spend: $521,071

3) MLB Postseason 2022, TBS

• Impressions: 175,407,279
• Interruption Rate: 1.16%
• Attention Index: 116 (16% fewer interruptions than avg.)
• Imp. Types: National 99%, Local 0%, VOD/OTT 1%
• In-network Value: $858,618
• Out-of-network Est. Spend: $344,720

4) Yellowstone, Paramount Network

• Impressions: 172,606,328
• Interruption Rate: 2.79%
• Attention Index: 124 (24% fewer interruptions than avg.)
• Imp. Types: National 95%, Local 2%, VOD/OTT 3%
• In-network Value: $1,040,108
• Out-of-network Est. Spend: $0.00

5) Fire Country, CBS

• Impressions: 147,603,879
• Interruption Rate: 1.35%
• Attention Index: 109 (9% fewer interruptions than avg.)
• Imp. Types: National 91%, Local 6%, VOD/OTT 3%
• In-network Value: $1,502,592
• Out-of-network Est. Spend: $131,227

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

National television advertising spending fell 5% to $4.4 billion in the third quarter, according to fresh data from measurement and analytics company iSpot.TV.

The drop was somewhat smaller than expected considering that a year ago, the NBA Finals and Summer Olympics were televised during Q3. Ad impressions were also down about 5.4% in the quarter to 596 billion, according to iSpot.

In the quarter, ABC delivered the most ad impressions — a 12.02% share of the total. ABC supplanted NBC, which was number one a year ago.

The other networks delivering the most impressions were CBS, Fox News Channel, MSNBC, CNN, ESPN, Univision, Fox and Telemundo.

With Fox News, MSNBC and CNN all in the top 10, cable news was a force in the quarter, accounting for 22.5% of total national impressions. While falling short of the record levels seen in the 2020 presidential election year, impressions were up from from 20.3% a year ago and ahead of 2019 and 2018. 

National Football League games also accounted for a big chunk of impressions, with a 4.22% share. College football was the second most-seen program with 2.79% of impressions, followed by Good Morning America, SportsCenter and Today.

In primetime, iSpot notes that reality shows are surging. Among those generating the most ad impressions are Big Brother, America’s Got Talent, The Bachelorette, American Ninja Warrior and The Voice. iSpot also included CBS perennial 60 Minutes and Fox and WWE’s Friday Night SmackDown in this category.

Also: Advanced Advertising: iSpot.tv Says Advertisers Underspend on Streaming

Ad categories generating the most impressions were quick-serve restaurants, auto & general insurance, automakers, wireless services and streaming services.

Top individual brands were Progressive, Subway, Geico, Indeed and Verizon. The top new national TV advertisers were Astepro nasal spray; the National Injury Law Center; law firm Marcardi, Russotto, Spencer & Balban, which is pursuing the Camp Lejeune water-contamination lawsuit; NFL Plus; and Comiranty, the COVID vaccine from Pfizer and BioNTech. 

According to iSpot, the two most likeable commercials featured animals. A PetSmart ad highlighting adoptions was No. 1 and a Hyundai ad spot shows a dad’s warming relationship to the family dog was No. 2. Both commercials had above-normal positive purchase intent scores.

The funniest ad featured Nick Saban, Deion Sanders and a goat for Aflac.

Looking ahead to the fourth quarter, iSpot suggests we should expect a holiday and retail boom in impressions compared to last year, but notes that “value may be the name of the game as audiences are putting savings on their holiday shopping list.”

The shift of the World Cup to the fourth quarter should shake up how major brands approach live sports in November and December, and Thursday Night Football on Amazon Prime Video bears a close watch as the season goes on.

As more advertisers move to put ads on streaming and connected TV, “you’ll be hearing more about transparency and verification,” iSpot said, and the midterm elections will be taking up a bigger share of national linear, streaming and local TV. ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV's most-promoted programming ranked by ad impressions. Our data covers the seven-day period through October 16.

ABC's new drama Alaska Daily is No. 1 for a second week in a row.

ABC is joined by two fellow traditional broadcasters: CBS, which promotes new fall dramas Fire Country and East New York in third and fourth place, respectively; and NBC, which hypes returning drama La Brea in fifth.

Rounding out the ranking: TBS, which gives some love to its coverage of Major League Baseball’s postseason American League Division Series, in second place.

Notably, East New York scores the week’s highest iSpot Attention Index (123), meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Alaska Daily, ABC

• Impressions: 304,663,930
• Interruption Rate: 1.64%
• Attention Index: 96 (4% more interruptions than avg.)
• Imp. Types: National 93%, Local 5%, VOD/OTT 2%
• In-network Value: $2,206,242
• Out-of-network Est. Spend: $729,071

2) MLB Postseason 2022, TBS

• Impressions: 219,754,418
• Interruption Rate: 1.66%
• Attention Index: 104 (4% fewer interruptions than avg.)
• Imp. Types: National 99%, Local 1%, VOD/OTT 0%
• In-network Value: $641,238
• Out-of-network Est. Spend: $636,944

3) Fire Country, CBS

• Impressions: 206,271,113
• Interruption Rate: 0.74%
• Attention Index: 120 (20% fewer interruptions than avg.)
• Imp. Types: National 91%, Local 6%, VOD/OTT 3%
• In-network Value: $1,747,333
• Out-of-network Est. Spend: $128,739

4) East New York, CBS

• Impressions: 204,496,244
• Interruption Rate: 0.74%
• Attention Index: 123 (23% fewer interruptions than avg.)
• Imp. Types: National 93%, Local 5%, VOD/OTT 2%
• In-network Value: $2,262,107
• Out-of-network Est. Spend: $138,302

5) La Brea, NBC

• Impressions: 194,094,558
• Interruption Rate: 1.59%
• Attention Index: 81 (19% more interruptions than avg.)
• In-network Value: $2,913,161
• Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV's most-promoted programming ranked by ad impressions. Our data covers the seven-day period through October 9.

ABC's new drama Alaska Daily is No. 1.

The network is joined by the other Big Four traditional broadcasters: CBS, which promotes new drama Fire Country in second place; NBC, which hypes returning drama La Brea and the new Quantum Leap reboot in, respectively, third and fourth; and Fox, which gives some love to new drama Monarch in fifth.

Notably, Fire Country scores the week’s highest iSpot Attention Index (122), meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Alaska Daily, ABC

• Impressions: 438,870,563
• Interruption Rate: 1.68%
• Attention Index: 118 (18% fewer interruptions than avg.)
• Imp. Types: National 94%, Local 5%, VOD/OTT 1%
• In-network Value: $2,933,808
• Out-of-network Est. Spend: $1,051,690

2) Fire Country, CBS

• Impressions: 335,253,716
• Interruption Rate: 1.06%
• Attention Index: 122 (22% fewer interruptions than avg.)
• Imp. Types: National 95%, Local 4%, VOD/OTT 1%
• In-network Value: $2,776,179
• Out-of-network Est. Spend: $226,295

3) La Brea, NBC

• Impressions: 286,645,082
• Interruption Rate: 1.36%
• Attention Index: 100 (0% fewer interruptions than avg.)
• Imp. Types: National 96%, Local 3%, VOD/OTT 1%
• In-network Value: $2,923,449
• Out-of-network Est. Spend: $384,217

4) Quantum Leap, NBC

• Impressions: 217,364,542
• Interruption Rate: 1.27%
• Attention Index: 104 (4% fewer interruptions than avg.)
• Imp. Types: National 94%, Local 4%, VOD/OTT 2%
• In-network Value: $2,489,924
• Out-of-network Est. Spend: $26,010

5) Monarch, Fox

• Impressions: 201,857,306
• Interruption Rate: 0.97%
• Attention Index: 107 (7% fewer interruptions than avg.)
• Imp. Types: National 88%, Local 9%, VOD/OTT 3%
• In-network Value: $2,245,807
• Out-of-network Est. Spend: $319,763

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through Oct. 2.

NBC’s La Brea is No. 1 for a second week in a row. The network also grabs fifth place to hype its

Quantum Leap revival.

NBC is joined by fellow traditional broadcasters ABC and CBS, which promote new dramas Alaska Daily and East New York in second and fourth place, respectively.

Rounding out the chart: Discovery, which gives some love to the 13th season of reality series Gold Rush in third place.

Notably, Gold Rush scores the week’s highest iSpot Attention Index (113), meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) La Brea, NBC

• Impressions: 400,353,838
• Interruption Rate: 1.72%
• Attention Index: 99 (1% more interruptions than avg.)
• Imp. Types: National 94%, Local 4%, VOD/OTT 2%
• In-network Value: $3,283,130
• Out-of-network Est. Spend: $442,570

2) Alaska Daily, ABC

• Impressions: 375,807,720
• Interruption Rate: 1.53%
• Attention Index: 102 (2% fewer interruptions than avg.)
• Imp. Types: National 94%, Local 4%, VOD/OTT 2%
• In-network Value: $1,947,061
• Out-of-network Est. Spend: $1,118,760

3) Gold Rush, Discovery

• Impressions: 314,967,664
• Interruption Rate: 1.43%
• Attention Index: 113 (13% fewer interruptions than avg.)
• Imp. Types: National 98%, Local 1%, VOD/OTT 1%
• In-network Value: $1,960,399
• Out-of-network Est. Spend: $179,898

4) East New York, CBS

• Impressions: 296,106,952
• Interruption Rate: 1.28%
• Attention Index: 107 (7% fewer interruptions than avg.)
• Imp. Types: National 96%, Local 3%, VOD/OTT 1%
• In-network Value: $4,903,911
• Out-of-network Est. Spend: $333,941

5) Quantum Leap, NBC

• Impressions: 285,507,725
• Interruption Rate: 1.79%
• Attention Index: 98 (2% more interruptions than avg.)
• Imp. Types: National 94%, Local 4%, VOD/OTT 2%
• In-network Value: $2,963,012
• Out-of-network Est. Spend: $322,600

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

For more information about Promo Mojo — including the chart positions of promos beyond the top five — contact mediapartnerships@ispot.tv.

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast). ■